Journal of the Academy of Marketing Science

, Volume 39, Issue 5, pp 664–682

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


    • University of Mannheim
    • Department of Management and MarketingUniversity of Melbourne
  • Jan Wieseke
    • Ruhr-University of Bochum
  • Bryan A. Lukas
    • Department of Management and MarketingUniversity of Melbourne
  • Sven Mikolon
    • Ruhr-University of Bochum
Original Empirical Research

DOI: 10.1007/s11747-010-0233-2

Cite this article as:
Homburg, C., Wieseke, J., Lukas, B.A. et al. J. of the Acad. Mark. Sci. (2011) 39: 664. doi:10.1007/s11747-010-0233-2


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.


StereotypesSalespeopleSales managementCorporate headquartersCustomer orientation

Copyright information

© Academy of Marketing Science 2010