MANAGING-CONFLICT BETWEEN DEPARTMENTS TO SERVE CUSTOMERS

Conflict management can substantially impact on the vital organizational objective of serving customers. This study used the goal interdependence approach to analyze the specific conflicts that marketing groups had with each other. As hypothesized, cooperative goals and open discussion of opposing views were found to contribute substantially to serving customers, completing tasks, using resources effectively, and strengthening expectations of future collaboration. Results also suggest that common tasks, shared vision, tasks requiring teamwork, and complementary roles underlie the conclusion of cooperative goals. In contrast to goal interdependence, amount of power was not highly related to the dynamics or outcomes of conflict.