Abstract The ongoing shift from product-centric to consumer-centric operations highlights the market pressures that force organizations to stand out by satisfying customers. One way to achieve a smooth transition to the consumer-centric operation is to minimize the internal conflicts and improve the processes of demand-generating (marketing) and product-generating (manufacturing) functions. The collaboration of teams can be complex due to the idiosyncratic team members' situational awareness – the accuracy and agreement of the interpretations of the business environment. Drawing on the situational awareness theory, this research proposes that a team's ability to accurately understand and agree on the manufacturing and marketing business environment is associated with improved team performance. The theoretical model is tested using 667 experienced MBA students, representing 145 teams. The results suggest that team performance is significantly associated with the degree to which teams accurately understood, but not necessarily agreed upon, the manufacturing and marketing environments in which they operated.

中文翻译：

---

制造和营销决策中的冲突范式：情境意识对团队绩效的影响

摘要 从以产品为中心到以消费者为中心的运营的持续转变凸显了迫使组织通过满足客户而脱颖而出的市场压力。实现向以消费者为中心的运营平稳过渡的一种方法是最大程度地减少内部冲突并改进需求生成（营销）和产品生成（制造）功能的流程。由于特殊的团队成员的情境意识——对商业环境解释的准确性和一致性，团队的协作可能很复杂。本研究借鉴情境意识理论，提出团队准确理解制造和营销业务环境并达成一致的能力与团队绩效的提高有关。该理论模型使用代表 145 个团队的 667 名经验丰富的 MBA 学生进行了测试。结果表明，团队绩效与团队准确理解（但不一定一致）他们运营的制造和营销环境的程度显着相关。