When salespeople develop negative headquarters stereotypes: performance effects and managerial remedies

Homburg, Christian ; Wieseke, Jan ; Lukas, Bryan A. ; Mikolon, Sven

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DOI: https://doi.org/10.1007/s11747-010-0233-2
URL: https://ub-madoc.bib.uni-mannheim.de/30563
Additional URL: https://link.springer.com/article/10.1007/s11747-0...
URN: urn:nbn:de:bsz:180-madoc-305635
Document Type: Article
Year of publication: 2011
The title of a journal, publication series: Journal of the Academy of Marketing Science
Volume: 39
Issue number: 5
Page range: 664-682
Place of publication: New York, NY
Publishing house: Springer Science + Business Media LLC
ISSN: 0092-0703 , 1552-7824
Publication language: English
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 330 Economics
Abstract: This study examines the performance implications that organizations may suffer when their salespeople develop negative stereotypes of their corporate headquarters. How such stereotypes can be remedied through managerial action is also examined. The study draws on matched data from four different sources: sales managers, salespeople, customers, and company reports. Findings indicate that negative headquarters stereotypes among salespeople are associated with poor marketing-related performance across a range of outcomes, including salespeople's adherence to corporate strategy, their customer orientation, and their sales performance. Findings also show that negative headquarters stereotypes can be remedied through managerial action, but more so at the corporate management level than at the sales unit level.

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