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ORGANIZATIONAL CULTURE AND ORGANIZATIONALCONFLICT: COMBINED EFFECT ON EFFECTIVENESSOF MARKETING STRATEGYbyPHANI TEJ ADIDAM, B.Com.A DISSERTATIONINBUSINESS ADMINISTRATIONSubmitted to the Graduate Facultyof Texas Tech University inPartial Fulfillment ofthe Requirements forthe Degree ofDOCTOR OF PHILOSOPHYApprovedAugust, 1996
P'^^rICopyright 1996, Phani Tej Adidam
insight, support, and exalted sense of humor were instrumental in the timelycompletion of this dissertation; Dr. Dale Duhan, who always provided a congenialand amiable atmosphere that pulled me through my doctoral program; and Dr. LarryAustin, who was always approachable, and lent charitable advice all through my stayon the seventh floor.I express my deep sense of respect and gratitude toward Dr. Shelby Hunt, whois a phenomenal role model for budding academicians, and who enlightened me on thecritical issues of philosophy and scholarly writing in academe. His comments aftermy seminars and on my conceptual model were very helpful.I would also like tothank Dr. Robert Wilkes, whose seminar courses I always enjoyed; and Dr. PatrickDunne, who provided me with a practical perspective of life within and beyondacademics.It has been my privilege to work with many doctoral colleagues—Steve Edison,George Kirk, Dennis Arnett, Randy Sparks, Chris Cox, Shahid Ali, Steve German,Jim Walton, and Mark Johlke~who are wonderful (and older) people, and with whomI enjoyed my manic and magic moments of doctoral life. I also had the pleasure ofknowing and interacting with Khurshid Rana, Siva Natarajan, Partha Sarkar, andAvantika Sarkar, who were the mainstay of my infinitesimal social life in Lubbock.Great appreciation is extended to my brothers-Rakesh Mullick, RameshMalla, and Reddi Prasad Bingi-who, along with Seema Mullick, Kyeong Malla, andRevathi Bingi, provided constant encouragement, affection, and love, ever since Idecided to enter the doctoral program. A special thank you to the families of111
Mullicks, Singamsettis, Gujrals, Gokhales, and Chitrapus for binding my familytogether in India.Finally, words are not sufficient to describe my feelings toward my wife,Kranthi, who pulled me through the final stages of this dissertation by constantlypushing me to complete this work. To herIV
TABLE OF CONTENTSACKNOWLEDGMENTSiiABSTRACTixLIST OF TABLESxLIST OF FIGURESxiCHAPTERI.INTRODUCTION1Overview1Research Objectives4Importance of the Research4Structure of Dissertation5II.REVIEW OF LITERATURE AND CONCEPTUAL DEVELOPMENT . .6Introduction6Development of a Theoretical Model6Organizational Culture9Clan Culture12Adhocracy Culture13Market Culture13Hierarchical Culture13Organizational Conflict14Cognitive Conflict16
Affecdve Conflict17Cooperation17Strategy Formulation18Comprehensiveness and Situation Audit20Emphasis on Competitive Advantage(s)20Strategy Implementation21Team integration22Communication Quality22Resource Commitment23Consensus Commitment23Outcomes24Learning24Perceived Success25Summary25III.

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