Suppose you roast coffee and sell it to Maximum Markets. You have a good relationship with Maximum Markets and have relied on them for many years to display your coffees in its stores. Your marketing chain has been relatively short, going from you $($the producer$)$ to the reseller $($Maximum Markets$)$ to the end consumer. Howeber, you recently received an offer to sell your coffee in other retail stores, some that compete directly with Maximum Markets. You also wouldlike to start selling directly through your website. You decide to provide discounts for coffee sold online. Integrating more channel members and selling to customers directly is likely to cause with Maximum Markets.