“…One would expect a tendency in this research towards tasks and processes (Jehn and Mannix, 2001;Greer, Jehn and Mannix, 2008), and towards bargaining and politics (March and Simon, 1958). We see this in studies of the conflict between sales and marketing personnel (Le Meunier-FitzHugh, Massey & Piercy, 2011;Chartered Institute of Marketing, 2011), suppliers and their customers in sustainable supply networks, and those managing different marketing and distribution channels (Chang & Gotcher, 2010;Cheng & Sheu, 2012;Ndubisi, 2011;Plank, Newell & Reid, 2006;Plank & Newell, 2007;Webb & Lambe, 2007). In these settings, conflicts are generally seen as dysfunctional, and as being resolved through the identification of goals, their divergence, reasons for or antecedent of these divergences, and instruments of alignment -common with bargaining -as incentives, supported by senior managerial involvement.…”