chapter  5
Conflict and Integration in Marketing
Pages 59

It is important to recognize one inevitable con­ sequence of this balancing act; that is the constant presence of conflict whilst a state of dynamic equilibrium is maintained between the two opposing forces. The classic formal conflicts that revolve around issues of centralization, functional autonomy, hierarchical power, structural form, size and terri­ tory as well as those of a less formal nature, such as those concerning personalities, communication, responsibilities and systems, all derive from the constant shifts in forces affecting this equilibrium.