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Example:
Bata Shoe Company sent its two marketing research teams independently to assess the market potential of its shoes in African continent. Both the teams surveyed the shoe-bearing habits of people in a number of countries and both the teams observed that people are not wearing shoes at all. Both the teams returned back to head office of the company and presented reports to management. The first team mentioned in its report, “There is no scope of marketing shoes in African continent as no one wears shoes there.” The second team mentioned in its report, “there is very high scope of marketing shoes in African continent as no one has shoes.”
Look at how the same situation has been interpreted differently by the two teams. This difference has been caused by difference in attitudes of two teams. The team having negative attitudes saw the situation as a threat while the team having positive attitudes saw the situation as an opportunity. The opportunity and threat does not merely exist in the environment; it exists in one’s mind too. If you have positive attitudes, you tend to emphasize opportunities. When you have negative attitudes, you tend to emphasize threats. This is all matter of attitudes. In fact, whether it is business or any other field, no opportunity is completely devoid of threat. Similarly, no threat is completely devoid of opportunity. Both exits in combination, the differentiating factor is how you interpret it, and your attitudes play a significant role in this.
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