THE IMPACT OF INDIVIDUAL AND ORGANIZATIONAL-FACTORS ON PROBLEM PERCEPTION - THEORY AND EMPIRICAL-EVIDENCE FROM THE MARKETING-TECHNICAL DYAD

Research into the question of what factors influence problem perceptio n have tended to focus on single. isolated decisions, often in contriv ed settings. Moreover, research has inclined to investigate in isolati on the effect of either individual level factors or organizational one s. The purpose of this article is to present the findings of research into the relative impact of individual and organizational factors on m anagers' perceptions of their role related problem context. This role related problem matrix is important as it acts as a meta-frame for fut ure ?problems. The findings suggest that both individual and organizat ional factors significantly influence perception, however, not entirel y in the manner hypothesized The results are discussed and avenues for future research outlined. (C) 1998 Elsevier Science Inc.