Managing Conflict between Engineers/R&D and Marketers in New Product Development Process
This article is a literature review which involves conflict between engineer/research development (R&D) specialists and marketers. Such conflict often occurs during new product development (NPD) process due to the differences in knowledge background, personality, and working styles of the two parties. There are 3 types of conflict, consisting of 1) task conflict emerging from the argument and discussion on NPD issues, 2) process conflict emerging from misunderstanding of own duties during NPD, and 3) relationship conflict emerging from dissatisfaction or interpersonal animosity of the integration. Managing these types of conflict can be done in many styles, which includes 1) integrating 2) obliging 3) compromising 4) dominating, and 5) avoiding. Each style is implemented based on individual working characteristics. kaarbrhaarkhwaamkhdaeyngrahwaangwswkr/nkwcchyaelaphthnaaaelankkaartlaad ainkrabwnkaarphthnaaphltphnthaihm bthkhwaamnepnkaarthbthwnwrrnkrrmthekywkh`ngkbkhwaamkhdaeyngrahwaangwswkr/nkwcchyaelaphthnaa aela nkkaartlaad chngmkekdkhnb`ykhrngainkrabwnkaarphthnaaphltphnth en`ngcchaakkhwaamaetktaangdaanphnthaankhwaamr bkhlkphaaphaelarpaebbkaarthamngaankh`ngthngs`ngfaay khwaamkhdaeyngsaamaarthekdkhnaid 3 rpaebb aidaek 1) khwaamkhdaeyngainngaan chngekdcchaakkaarotaeynghr`thkethyngainpraednthekywkh`ngkbngaanphthnaaphltphnth 2) khwaamkhdaeyngainkrabwnkaar chngekdcchaakkhwaamaimekhaaaicchbthbaathkh`ngtne`ngainchwngkaarprbeplynkrabwnkaarthamngaan aela 3) khwaamkhdaeyngswntw chngekdcchaakkhwaamaimph`aicchhr`m`khtt`bkhkhltht`ngthamngaanrwmkn chngkaarbrhaarkhwaamkhdaeyngthngsaampraephthnsaamaarthkrathamaidhlaayrpaebb aidaek 1) kaarekhaarwm 2) kaary`mtaam 3) kaarpranpran`m 4) kaarekhaakhm aela 5) kaarhlkelyng odyaetlarpaebbcchaekdkhntaamlksnakaarthamngaankh`ngaetlakhn