Keywords: sociocultural difference, group diversity, R&, D-marketing integration, marketing management, research management, research and development, Korea, high tech firms, high technology firms, new product development, NPD, new product creativity
Antecedents and consequences of the sociocultural differences between R&D and marketing in Korean high-tech firms
This study investigates antecedents and consequences of the sociocultural differences between R&D and marketing managers. It also tests the presence of sociocultural differences using responses from both R&D and marketing managers in Korean high-technology firms. Korean R&D and marketing managers showed different sociocultural traits from USA or Japanese managers. In terms of professional orientation, R&D mangers tend to pursue their research/professional interests regardless of the importance to the organisation. Moreover, marketing managers showed higher level of bureaucratic orientation. Regarding the antecedents, the joint reward system was negatively related with sociocultural difference. In terms of the consequences, both R&D-marketing integration and new product creativity were found to be negatively associated with sociocultural difference.