mapped on to one another. Company A

mapped on to one another. Company A, in this example, saw itself as having a good
balance between business and technology, but regarded Company B as primarily financially driven; behind closed doors, A perceived B’s technological expertise was inferior to its own. In turn, Company B acknowledged its emphasis on financial performance
but also felt that it wasn’t respected by their counterparts. This was a sore point for them, and it surfaced in the ensuing discussion.