신제품개발에서 마케팅-연구개발간 인지적 및 감정적 갈등 Cognitive and Affective Conflict between Marketing and R&D in New Product Development

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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.
Publisher
한국경영과학회
Issue Date
2011-07
Language
Korean
Citation

경영과학, v.28, no.2, pp.75 - 92

ISSN
1225-1100
URI
http://hdl.handle.net/10203/96264
Appears in Collection
MT-Journal Papers(저널논문)
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