The Reasons And Outcomes Of Subsidiary Cognitive Dissonance

With the more intense market competition and the more volatile external environment, the role of enterprise group subsidiaries has changed a lot. It is no longer simply a " strategy performer", it wish to carry out the initiative behavior, to identify environmental opportunities and enhance environmental adaptability. In the game of subsidiary and headquarter, the subsidiary executives might have different opinions with headquarters in resources matching, development strategy, the degree of control and other aspects, this will cause cognitive dissonance (the subsidiary cognitive dissonance). With this phenomenon, subsidiary executives will change their behaviors to ease the discomfort emotional and affect the Group management efficiency.For now, in the field of management control, many scholars just focus on the subsidiary behavior control, but they ignore the study of the internal consistency, namely cognitive consistency. Therefore, this article study of the subsidiary cognitive distance from the perspective of cognitive,and also take internal cultural differences of subsidiary into consideration. It hope to rich the theories of enterprise management control and have practical help at the same time.This paper use questionnaire method, conducing a survey of241executives of subsidiaries. Then we use SPSS19.0, LISEREL to do data analyse. Through the analysis we found:the degree of subsidiary internal network embedded, the autonomy of the subsidiary and the fairness of the enterprise group all have an impact on the subsidiary cognitive distance.The paper use questionnaire method, and survey of241subsidiaries executives.Then we use of SPSS19.0, LISEREL statistical software for data processing. We found:autonomy of the subsidiary enterprise group of procedural fairness will have an impact on the subsidiary cognitive dissonance, and different types of subsidiaries have different reason of cognitive dissonance. At the same time, the cognitive dissonance will produce negative effects to subsidiary performance.