When Salespeople Harbor Negative Stereotypes of their Corporate Headquarters : How Harmful is it and How can it be Avoided

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

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URL: https://ub-madoc.bib.uni-mannheim.de/34534
URN: urn:nbn:de:bsz:180-madoc-345341
Document Type: Working paper
Year of publication: 2011
The title of a journal, publication series: Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Volume: W138e
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
Publication language: English
Institution: Business School > ABWL u. Marketing I (Homburg)
Subject: 650 Management
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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