Quản lý tiếp thị và quản lý kỹ thuật
Tóm tắt
Nghiên cứu sự khác biệt chức năng giữa bộ phận tiếp thị và các bộ phận khác từ góc độ ra quyết định, với sự nhấn mạnh đặc biệt vào nhận thức của các nhà quản lý về các vấn đề. Các vấn đề được phân loại dọc theo hai trục chính: tác nghiệp - chiến lược và có cấu trúc - không có cấu trúc. Khái niệm bối cảnh ra quyết định được đưa ra như tỷ lệ của các loại vấn đề xuất hiện. Để phân biệt các nhà quản lý ở cấp độ cá nhân, khái niệm loại hình nhận thức được xem xét. Đề xuất rằng, bằng cách dựa vào một số chức năng tâm lý nhất định thay vì các chức năng khác, cá nhân sẽ cố gắng hình thành và giải quyết các vấn đề theo những cách khác nhau. Dựa trên một cuộc khảo sát so sánh các nhà quản lý tiếp thị cấp cao và cấp trung với các nhà quản lý từ các lĩnh vực kỹ thuật, phát hiện ra rằng có những khác biệt đáng kể về nhận thức của họ đối với bối cảnh ra quyết định. Loại hình nhận thức cũng được phát hiện là một yếu tố quan trọng, giải thích nhiều biến thể hơn trong bối cảnh ra quyết định so với sự khác biệt giữa các chức năng. Các tác động cho hành động của nhà quản lý được khám phá cả về phát triển quan hệ liên chức năng và nâng cao hiệu quả của các đội ngũ liên chức năng.
Từ khóa
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