The Impact of Cognitive Style Balance: How Cognitive Style of Intuitive and Analytic Manager Team Members affects New Product Development Performance

Prior studies have explored that certain jobs are correlating with specific cognitive styles. Analytic or intuitive people may have an advantage under particular circumstances. This research paper assumes and test if NPD teams composed of intuitive managers and analytic non-managers perform generally better than teams composed of analytic managers and intuitive non-managers. To test the hypothesis data from almost 200 individuals in 61 projects is gathered. After filtration 50 teams were remaining for a validated analysis. The investigation has shown that there is no significant association between the two cognitive style index (CSI) team composition types and team performance.