Another cause of conflict is task interdependence; that is, when accomplishment of your goal requires
reliance on others to perform their tasks. For example, if you’re tasked with creating advertising for your
product, you’re dependent on the creative team to design the words and layout, the photographer or
videographer to create the visuals, the media buyer to purchase the advertising space, and so on. The
completion of your goal (airing or publishing your ad) is dependent on others.
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In another example, the Hershey Company was engaged in talks behind closed doors with Cadbury
Schweppes about a possible merger. No information about this deal was shared with Hershey’s major
stakeholder, the Hershey Trust. When Robert Vowler, CEO of the Hershey Trust, discovered that talks
were underway without anyone consulting the Trust, tensions between the major stakeholders began to
rise. As Hershey’s continued to underperform, steps were taken in what is now called the “Sunday night
massacre,” in which several board members were forced to resign and Richard Lenny, Hershey’s then
current CEO, retired. This example shows how a lack of communication can lead to an escalation of
conflict. Time will tell what the lasting effects of this conflict will be, but in the short term, effective
communication will be the key. Now, let’s turn our attention to the outcomes of conflict.
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