Business Case Studies & Business Publications

Country Market Collection: A Case of Cha...

Whitler, Kimberly ...

Case

Country Market Collection: A Case of Channel Conflict

Whitler, Kimberly A.; Raggio, Randle D.

M-0942 | Published November 9, 2017 | 4 pages Case

Collection: Darden School of Business

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Product Details

Ashton Thyme, an upscale furniture boutique in Athens, Georgia, has been granted exclusive territory to sell antique-reproduction furniture from Country Market Collection. But a customer has found the same Country Market Collection products Ashton Thyme carries for a lower price online. The customer offered Ashton Thyme the opportunity to match the online price, which the manager declined. This situation prompts an angry call from the manager to the owner of Country Market Collection, arguing that sales to websites infringe on Ashton Thyme’s exclusive territory rights.