Towards an Integrated Model of Marketing Channel Conflict, Power Dynamics, and Channel Performance in Nigerian FMCG Distribution Networks

This study develops and tests an integrated theoretical model of marketing channel conflict, power dynamics, and channel performance in Nigerian FMCG distribution networks, representing an original contribution to the marketing channel theory literature in African emerging market contexts. FMCG distribution in Nigeria, characterised by multi-tier informal distribution networks, fragmented retail landscapes, and significant power asymmetries between multinational manufacturers, large distributors, and small retailers, generates distinctive channel conflict dynamics not fully captured by existing Western-derived channel conflict theories. Existing models including Gaski's channel power-conflict framework and Morgan and Hunt's commitment-trust model have been developed and validated in structured, formal channel environments fundamentally different from Nigeria's hybrid formal-informal distribution architecture. Drawing on power dependence theory, transaction cost economics, and the conflict management literature, the study constructs an original integrated model incorporating informal market norms, distributor coalition formation, and regulatory absence as channel-specific variables mediating the power-conflict-performance chain. A multi-informant longitudinal design collects data from manufacturers, distributors, and retailers across North West and South West Nigerian FMCG distribution networks over 24 months using 80 interviews, field observation, and financial performance records. Longitudinal qualitative analysis and cross-sectional SEM are combined for theory development and validation. Keywords: channel conflict, power dynamics, FMCG distribution, marketing channel theory, Nigeria