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Cognitive and Affective Conflict between Marketing and R&D in New Product Development
조은성(Eunseong Cho),한민희(Minhi Hahn),현용진(Yong J. Hyun) 한국경영과학회 2011 經營 科學 Vol.28 No.2
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.
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박상준,한민희 한국경영과학회 2000 韓國經營科學會誌 Vol.25 No.2
Consumers facing a large number of brands to choose from are known to use simplified heuristic to screen a set of relevant brands called the consideration set from the whole alternatives. Purchase decisions are then made from the brands in the consideration set. Two approaches have been suggested to model the two-stage choice process. One is to treat the consideration set as a crisp set (e.g, Roberts and Lattin 1991). The other is to treat the set as a fuzzy set (e.g, Fortheringham 1988). The paper empirically compares the two types of models using data for soft drinks, sneakers, and departments. The results show that a model employing the crisp set approach fits the data better than that with the fuzzy set approach and better than a single-stage choice logit model.
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