Question: http://: Parvatiyar, A., Moorthy, J., & Donthu, N. (2020). Where the twain shall meet? A study of best practices to resolve retailer-supplier acrimony in post-audit

http://: Parvatiyar, A., Moorthy, J., & Donthu, N. (2020). Where the twain shall meet? A study of best practices to resolve retailer-supplier acrimony in post-audit recovery of trade promotion dollars.Journal of Marketing Channels: Retail Performance Measures, Metrics, and Models,26(2), 89-107. doi:10.1080/1046669X.2020.1741297

1. What are the conflicts that can occur in trade promotions?

2. What is the method the study examined for dealing with those conflicts?

3. Why did the study find that conflicts in trade promotions are likely to continue - and do you agree with this finding?

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