Coordinating Logistics Activities Among Firms Shifting and Sharing Functions. There is an endless variation on how channel functions can be distributed. Marketing managers must develop and implement an appropriate sharing and shifting of functions for their particular situation. Coordination Reduces Conflict.
Effective coordination helps reduce channel conflict.
A key consideration here is for marketing managers to anticipate the problems each member of the channel will face. JIT Builds Cooperation. But a major benefit of JIT is that is necessitates coordination of activities throughout the channel. Chain of Supply Issues. One unexpected result of JIT practices is that some channels see an increase in the number of participants contributing to the final product.