Back to Journals » International Journal of Wine Research » Volume 5

Buyer-seller conflict and cooperation in marketing channels: port wine distribution

Authors de Carvalho J, Sequeira L

Received 24 January 2013

Accepted for publication 23 February 2013

Published 5 April 2013 Volume 2013:5 Pages 9—21


Checked for plagiarism Yes

Review by Single anonymous peer review

Peer reviewer comments 5

José Crespo de Carvalho, Luís Sequeira

Lisbon University Institute, Lisboa, Portugal

Abstract: The main purpose of this study is to research buyer-seller conflict and cooperation in distribution channels. Based on a multidimensional case study, eight research hypotheses were formulated. Some quantitative research was conducted, based on a questionnaire sent to 101 port wine producers and distribution companies (61 answered properly – 31 producers and 29 distributors – which gave the authors a 60% rate of response, considered to be very good for these types of studies; those 101 port wine producers and distributors initially chosen were the most important in Europe, considering the volume of production and sales, and constituting, for that reason, a convenience sample). A binary probit model was developed to analyze the data. The results of the study demonstrate that when conflict is ongoing and intense it prevents the development of cooperative relationships. A trustworthy company is more likely to solve conflicts. When trust and adaptation capabilities increase, so does potential cooperation. The results also show that the presence of a foreign sales representative in the team does not exert a negative influence on cooperation. Finally, cooperation can be considered as an important means of developing skills and resources, which can then be applied to existing transaction relationships.

Keywords: conflict, cooperation, marketing, distribution, multiple channels, port wine

Creative Commons License This work is published and licensed by Dove Medical Press Limited. The full terms of this license are available at and incorporate the Creative Commons Attribution - Non Commercial (unported, v3.0) License. By accessing the work you hereby accept the Terms. Non-commercial uses of the work are permitted without any further permission from Dove Medical Press Limited, provided the work is properly attributed. For permission for commercial use of this work, please see paragraphs 4.2 and 5 of our Terms.

Download Article [PDF]