Are male marketing executives from Mars and their female counterparts from Venus?
A study by Copernicus: The Marketing Investment Strategy Group and Gazelle International outlines a series of conclusions on the differences, and a few similarities, between the men and women who account for more than $250 billion a year in marketing decisions. The findings on these marketing execs parallel the gender differences observed among consumers.
The study, called "The Testosterone Rush: A Study of Senior Marketing Executives" found that men "shot more from the hip," while women carefully considered the alternatives before choosing a course of action.
When it comes to decision-making, men were perceived to be faster on the draw (53 percent , versus 48 percent of women) and were more apt to take risks (81 percent men, versus 51 percent of women). Men also "pay too much attention to the competition," and are more short-term oriented, the study concludes.
Women, by contrast, build more consensus during decision-making (84 percent, versus 60 percent of men) and acted more thoughtfully when choosing their course of action (90 percent, versus 71 percent of men). -T.M.