The effects of experience and education on the organization of marketing knowledge



This research investigates changes in the cognitive organization of marketing knowledge as experience and education increase. In the first of two studies, marketing managers and marketing students were asked to sort terms from an introductory marketing text into groups of related concepts. In the second study, the same managers sorted terms specific to their corporation into groups of related concepts. Unbeknownst to the subjects in both studies, there was an underlying functional structure to the terms. The organization of marketing knowledge corresponded more closely with the expected structure as education increased and, to a much greater extent, as experience increased. Implications of the results for exploiting managerial expertise and for training managers are discussed. © 1993 John Wiley & Sons, Inc.