EJBO Electronic Journal of Business Ethics and Organization Studies Vol. 10, No. 1 (2005) Organizational Conflicts Perceived by Marketing Executives By: Ana Akemi Ikeda Introduction and Stringfellow (1998) and Song, Xie
[email protected] and Dyer (2000) analyze conflict man- Tânia Modesto Veludo-de-Oliveira The potential for conflict exists in agement comparing Japan, Hong Kong,
[email protected] every organization. Despite that, little United States and Great Britain during Marcos Cortez Campomar thought is given to organizational behav- new products launching, as well as the in-
[email protected] ior analysis, especially in marketing. This tegration of marketing with Research and complex phenomenon brings implica- Development (R&D) and Production. tions to social life and its understanding Jung’s (2003) research, in turn, analyzes Abstract offers insights into a more effective organ- the effects of the culture of an organiza- This article discusses the conflict izational management. The organization tion in conflict resolution in marketing. is a rich arena for the study of conflicts Apparently, what is more emphasized in phenomenon and examines some because there are highly dependent situ- marketing literature is conflicts between strategies to overcome it. Concepts ations that involve authority, hierarchical distribution channels as shown in the are discussed and employed for the power and groups (Tjosvold, 1998). works of Mallen (1963), Assael (1968), development of an exploratory field Conflicts can be discussed in a Rosson and Ford (1980), Lederhaus survey carried out with Brazilian number of different aspects. Some pre- (1984), Eliashberg and Michie (1984), marketing executives. Results show vious works refer to the human aspect Gaski (1984), Hunt, Ray and Wood of conflict, stressing that conflict doesn’t (1985), Brown, Lusch and Smith (1984) that conflicts are more felt in the exist with lack of emotion (Bodtker and and Dant and Schul (1992).