A new book from the National Assn. of Wholesaler-Distributors' Distribution Research and Education Foundation attempts to explain the complex distributor-supplier relationship, and offers help on how to move the partnership from dysfunctional to effective when it sours.

Working at Cross-Purposes: How Distributors and Manufacturers Can Manage Conflict Successfully is written with both distributors and suppliers in mind, and helps both partners avoid the consequences of a relationship gone bad by looking for ways to correct emerging problems before they become critical.

Authored by Michael Marks, Tim Horan and Mike Emerson of Indian River Consulting Group, the book explores the fallacy of “win-win,” and provides readers with tools to help make their business relationship beneficial, and advice on how to avoid the missed opportunities that exist in every distributor-supplier channel.

“Our book offers guideposts to help supplier and distributor executives operate in a world of legitimate cross-purposes,” said Horan. “Among the many guidelines is the important sixth rule: Don't overreact to MBA [minor but aggravating] issues.”

“MBAs can derail the strongest relationships,” he said.

For more information on the book, visit www.naw.org/cross.