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September 11, 2006 (Boston, MA)—Women's success in marketing runs counter to their experience in corporate management, according to a joint study released today by Copernicus, a firm that helps large and mid-sized companies make better marketing decisions, and Brandweek magazine. According to the Women's Success in Marketing Study published in a Brandweek cover story ("Break On Through," September 11, 2006 edition), while their climb to upper management ranks within the corporation has been painfully slow in recent years, women are quickly moving up the ladder in marketing due in large part to their decision-making styles.

The on-line survey of 256 senior marketing executives representing a cross-section of consumer and B2B firms found a clear majority of marketers agree women are experiencing a greater degree of success in marketing than in the past (80%). Sixty-six percent of marketers say their success in marketing is greater than in other departments. This success comes in spite of the "glass ceiling," which marketers have observed in business in general: 80% of women and 40% of men report they have seen it first hand.

When asked about reasons behind the rise of women in marketing, male and female marketers pointed to gender-associated personality characteristics, women a bit more so than men. The top reasons for women's success in marketing are:

• Women are better listeners than men (52% men, 57% women)
• They are more collaborative than men (39% men, 58% women)
• They better understand and appreciate the importance of developing an emotional connection with a brand (38% men, 51% women)
• They have been socialized as "influencers," whereas men tend to demonstrate managerial qualities that reflect a more military-like command and control (38% men, 51% women)

Commented Peter Krieg, president and COO of Copernicus: "While the qualities and characteristics that are usually ascribed to women—more collaborative, consensus builders, etc.—are frequently underappreciated in other functional areas, it's quite the opposite situation in marketing."

Copernicus found that marketers continue to perceive significant differences between the decision-making styles of men and women:

• Women are collaborative (91% applies to women vs. 40% applies to men) and take a thoughtful approach to making decisions (81% applies to women vs. 44% applies to men)
• Men are autocratic (86% applies to men vs. 45% applies to women) and have an assertive decision-making style (85% applies to men vs. 63% applies to women)

When Copernicus compared the results from the 2006 study to those of a similar study it conducted in 1998 (The Testosterone Rush), it found the differences between men and women on many characteristics had actually increased. "The comparison of results suggests that women's success in marketing isn't the result of an adjustment to their decision-making styles. If anything, male vs. female styles have become even more entrenched," according to Krieg.

For complete results, read Women in Marketing: Succeeding....Naturally! A Study of the Decision Making Styles of Marketing Executives or send an e-mail to ami.bowen@copernicusmarketing.com to request a copy.

For more information, contact:
Ami Bowen, Director of Corporate Communications
(617) 449-4179 or ami.bowen@copernicusmarketing.com

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