Cognitive 'Thought World' Differences: On the Same Wave-Length?

Homburg and Jensen (2007) sought to understand whether differences between ‘thought worlds’ of marketing and sales are beneficial or not. They considered how differences in world view would help or hinder the enactment of marketing decisions, with relation to marketing and sales. Their investigation revealed that, in general, differences hamper cooperation between marketing and sales that leads to lower performance. Some facets of thought world differences enhance performance through a direct effect that outweighs the negative effect of quality of cooperation.

There are contradictory views on the nature of thought world differences. Some have called for similar thought worlds (Donath 1999). Others have supported differences, for example, Cespedes (1996) “The solution is not to eliminate differences among these groups”.

Homburg and Jensen (2007) found that different thought worlds can have a positive effect. Competency differences are bad as they adversely affect performance. Differences among interpersonal skills and the knowledge funds of marketing and sales pose an interpretive barrier that gets in the way of optimal decision-making.

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