The quality and effectiveness of marketing strategy: Effects of functional and dysfunctional conflict in intraorganizational relationships |
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Authors: | Anil Menon Sundar G Bharadwaj Roy Howell |
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Institution: | (1) the Goizueta Business School at Emory University, USA;(2) Texas Tech University, USA |
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Abstract: | By examining only dysfunctional conflict and ignoring functional conflict, empirical research in marketing has presented only
part of the story. This research offers the first systematic look at the antecedents and consequences of both functionaland dysfunctional conflict in intraorganiational relationships. The authors develop and empirically test a causal model for key
organizational antecedents of new product strategy quality and market performance. They find that dysfunctional conflict in
the decision-making process has deleterious consequences for quality of strategy and market performance, whereas functional
conflict improves both quality of strategy and performance. Specifically, organizational design characteristics such as formalization,
interdepartmental interconnectedness, low communication barriers, and team spirit improve new product performance by enhancing
functional conflict, whereas centralization and high communication barriers lower new product performance by increasing dysfunctional
conflict. A post hoc test for common method bias or variance suggests that bias or variance alone cannot explain these findings.
His general research interests focus on strategic issues relating to internal relationships, market learning, and organizational
context of marketing strategy. His research has been published in theJournal of Marketing, Journal of Business Research, Journal of Advertising Research, Journal of Advertising, andJournal of Services Marketing, among others.
His general research interests focus on strategic issues relating to relationship marketing, firm performance, sustainable
competitive advantage, timing of market entry, and information technology. His past research has been published in theJournal of Marketing, Journal of Business Research, Journal of Services Marketing, andMarketing Education Review, among others.
His research interests are in the areas of marketing research methods, structural equations modeling, cellular automata theories
and methods, and Taoist methodologies for marketing strategy. His research has been published in theJournal of Marketing, Journal of Marketing Research, andJournal of the Academy of Marketing Science, among others. |
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