Marketing: A Potential Tool for Conflict Resolution in Contemporary Organizations

Abstract

The occurrence of the various types of conflicts amongst individuals and/or groups in contemporary organizations is inevitable. Conflicts are of different dimensions and magnitudes, and could have various consequences. While conflicts are often perceived as having destructive and disruptive effects on organizations, it has been established that they equally have potentially productive and constructive consequences. In effect, what matters is not the occurrence of conflicts but how effectively they could be managed. Evidently, however, the conventional approaches that have often been employed for conflict resolution have proved to be mere palliative. It was therefore, proposed here that the existing traditional or conventional methods of conflict resolution could be made more effective and acceptable by adopting and employing the marketing tools to compliment the process, and make the results permanent or long lasting.