신제품개발에서 마케팅-연구개발간 인지적 및 감정적 갈등
Cognitive and Affective Conflict between Marketing and R&D in New Product Development
조은성(광운대학교); 한민희(한국과학기술원); 현용진(한국과학기술원)
28권 2호, 75~92쪽
초록
This study investigates how cognitive and affective conflict affect performance and social outcomes in the new product situation. We examine the corporate, project, and personal characteristics that determine the level of interfunctional conflict between marketing and R&D. From a survey of Korean high-tech companies, we found：(1) time pressure was positively related to cognitive and affective conflict, (2) joint reward systems, interdepartmental connectedness,and years of education were negatively associated to cognitive conflict, (3) while cognitive conflict was positively related to new product creativity and NPD performance, affective conflict was negatively associated to marketing-R&D integration and perceived effectiveness of the relationship, as well as new product creativity and NPD performance.
Abstract
This study investigates how cognitive and affective conflict affect performance and social outcomes in the new product situation. We examine the corporate, project, and personal characteristics that determine the level of interfunctional conflict between marketing and R&D. From a survey of Korean high-tech companies, we found：(1) time pressure was positively related to cognitive and affective conflict, (2) joint reward systems, interdepartmental connectedness,and years of education were negatively associated to cognitive conflict, (3) while cognitive conflict was positively related to new product creativity and NPD performance, affective conflict was negatively associated to marketing-R&D integration and perceived effectiveness of the relationship, as well as new product creativity and NPD performance.
- 발행기관:
- 한국경영과학회
- 분류:
- 경영학