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.
Similar content being viewed by others
Notes
Seven types of store locations emerged in the sample of travel agencies: large-sized city, first-class; large-sized city, central; large-sized city, suburb; medium-sized city; small-sized city; airport; and shopping mall. However, including store location (operationalized as dummy variables) as a covariate did not exert any significant impact on the relationships we examined and, thus, this variable was dropped from further analyses.
References
Ahearne, M. J., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents & consequences of customer-company identification: expanding the role of relationship marketing. Journal of Applied Psychology, 90(3), 574–85.
Ahluwalia, R. (2002). How prevalent is the negativity effect in consumer environments? Journal of Consumer Research, 29(2), 270–79.
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann (Eds.), Action control: From cognition to behavior (pp. 11–39). Berlin: Springer.
Ajzen, I., & Madden, T. J. (1986). Prediction of goal directed behavior: attitudes, intentions, & perceived behavioral control. Journal of Experimental Social Psychology, 22(5), 453–72.
Akrami, N. (2005). Prejudice: The interplay of personality, cognition, & social psychology. Acta Universitatis Upsaliensis. Digital Comprehensive Summaries of Uppsala Dissertations from the Faculty of Social Sciences 5, Uppsala.
Allport, G. W. (1954). The nature of prejudice. Reading: Addison-Wesley.
Anastasio, P. A., Bachman, B., Gaertner, S., & Dovidio, J. F. (1997). Categorization, recategorization & common ingroup identity. In R. Spears, P. J. Oakes, N. Ellemers, & S. A. Haslam (Eds.), The social psychology of stereotyping & group life (pp. 236–256). Oxford: Blackwell.
Armstrong, J. S., & Overton, T. S. (1977). Estimating nonresponse bias in mail surveys. Journal of Marketing Research, 14(3), 396–402.
Ashforth, B. F., & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14(1), 20–39.
Avolio, B. J., Bass, B. M., & Jung, D. I. (1999). Re-examining the components of transformational and transactional leadership using the multifactor leadership questionnaire. Journal of Occupational and Organizational Psychology, 72(4), 441–462.
Babin, B. J., Boles, J. B., & Darden, W. R. (1995). Salesperson stereotypes, consumer emotions, and their impact on information processing. Journal of the Academy of Marketing Science, 23(2), 94–105.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–97.
Baker, W. E., & Sinkula, J. M. (1999). The synergistic effect of market orientation and learning orientation on organizational performance. Journal of the Academy of Marketing Science, 27(4), 411–28.
Bargh, J. A., & Chartrand, T. L. (1999). The unbearable automaticity of being. American Psychologist, 54(7), 462–479.
Bargh, J. A., Chen, M., & Burrows, L. (1996). Automaticity of social behavior: direct effects of trait construct & stereotype activation on action. Journal of Personality and Social Psychology, 71(2), 230–244.
Barrett-Lennard, G. T. (1981). The empathy cycle: refinement of a nuclear concept. Journal of Counseling Psychology, 28(2), 91–100.
Bergami, M., & Bagozzi, R. P. (2000). Self-categorization, affective commitment, and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555–77.
Bettencourt, B. A., Brewer, M. B., Croak, M. R., & Miller, N. (1992). Cooperation and the reduction of intergroup bias: the role of reward structure and social orientation. Journal of Experimental Social Psychology, 28(4), 301–19.
Brewer, M. B., & Miller, N. (1984). Beyond the contact hypothesis: Theoretical perspectives on desegregation. In N. Miller & M. B. Brewer (Eds.), Groups in contact: The psychology of desegregation (pp. 281–301). Orlando: Academic.
Brown, T. J., Mowen, J. C., Donavan, D. T., & Licata, J. W. (2002). The customer orientation of service workers: personality trait effects on self- and supervisor performance ratings. Journal of Marketing Research, 39(1), 110–119.
Bush, V. D., Rose, G. M., Gilbert, F., & Ingram, T. N. (2001). Managing culturally diverse buyer-seller relationships: the role of intercultural communication competence. Journal of the Academy of Marketing Science, 29(4), 391–404.
Caprariello, P. A., Cuddy, A. J. C., & Fiske, S. T. (2009). Social structure shapes cultural stereotypes and emotions: a causal test of the stereotype content model. Group Processes and Intergroup Relations, 12(2), 147–155.
Chen, M., & Bargh, J. A. (1997). Nonconscious behavioral confirmation processes: the self-fulfilling consequences of automatic stereotype activation. Journal of Experimental Social Psychology, 33(5), 541–560.
Conger, J. A., & Kanungo, R. N. (1998). Charismatic leadership in organizations. Thousand Oaks: Sage.
Conger, J. A., Kanungo, R. N., & Menon, S. T. (2000). Charismatic leadership and follower effects. Journal of Organizational Behavior, 21(7), 747–67.
Corneille, O., & Judd, C. M. (1999). Accentuation and sensitization effects in the categorization of multifaceted stimuli. Journal of Personality and Social Psychology, 77(5), 927–941.
Crawford, M. T., Sherman, S. J., & Hamilton, D. L. (2002). Perceived entitativity, stereotype formation, and the interchangeability of group members. Journal of Personality and Social Psychology, 83(5), 1076–94.
Cuddy, A. J. C., Fiske, S. T., & Glick, P. (2007). The BIAS map: behaviors from intergroup affect and stereotypes. Journal of Personality and Social Psychology, 92(4), 631–648.
Deshpande, R. (1982). The organizational context of market research use. Journal of Marketing, 46(4), 91–101.
Devine, P. G. (1989). Stereotypes and prejudice: their automatic and controlled components. Journal of Personality and Social Psychology, 56(1), 5–18.
Devine, P. G. (1995). Prejudice and outgroup perception. In A. Tesser (Ed.), Advanced social psychology (pp. 467–524). New York: McGraw-Hill.
Dugger, W. M. (1980). Corporate bureaucracy: the incidence of the bureaucratic process. Journal of Economic Issues, 14(2), 399–410.
Eder, P., & Eisenberger, R. (2008). Perceived organizational support: reducing the negative influence of coworker withdrawal behavior. Journal of Management, 34(1), 55–68.
Eisenberger, R., Huntington, R., Hutchison, S., & Sowa, D. (1986). Perceived organizational support. Journal of Applied Psychology, 71(3), 500–507.
Ellemers, N., de Gilder, D., & Haslam, S. A. (2004). Motivating individuals and groups at work: a social identity perspective on leadership and group performance. Academy of Management Review, 29(3), 459–478.
Engle, E. M., & Lord, R. G. (1997). Implicit theories, self-schemas, and leader-member exchange. Academy of Management Journal, 40(4), 988–1010.
Fiske, S. T. (1998). Stereotyping, prejudice, and discrimination. In S. T. Gilbert, S. F. Fiske, & L. Gardner (Eds.), Handbook of social psychology (pp. 357–411). Boston: Gardner.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables & measurement error. Journal of Marketing Research, 18(1), 39–50.
Fritz, W. (1996). Market orientation and corporate success: findings from Germany. European Journal of Marketing, 30(8), 59–74.
Gardner, R. C. (1994). Stereotypes as consensual beliefs. In M. P. Zanna & J. M. Olson (Eds.), The psychology of prejudice: The Ontario symposium (pp. 1–31). New Jersey: Erlbaum.
Gouldner, A. W. (1960). The norm of reciprocity: a preliminary statement. American Sociological Review, 25(2), 161–78.
Grinstein, A. (2008). The relationships between market orientation and alternative strategic orientations: a meta-analysis. European Journal of Marketing, 42(1), 115–34.
Hackman, J. R., & Oldham, G. R. (1975). Development of the job diagnostic survey. Journal of Applied Psychology, 60(2), 159–170.
Harris, L. C., & Ogbonna, E. (2001). Strategic human resource management, market orientation, and organizational performance. Journal of Business Research, 51(2), 157–66.
Hartline, M. D., & Ferrell, O. C. (1996). The management of customer-contact service employees: an empirical investigation. Journal of Marketing, 60(4), 52–70.
Heilman, M. E., & Okimoto, T. G. (2008). Motherhood: a potential source of bias in employment decisions. Journal of Applied Psychology, 93(1), 189–198.
Herr, P. M., Kardes, F., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: an accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454–58.
Heskett, J. L., Sasser, W. E., Jr., & Schlesinger, L. A. (1997). The service profit chain. New York: Free.
Hilton, J. L., & von Hippel, W. (1996). Stereotypes. Annual Review of Psychology, 47(1), 237–71.
Hoffman, K. D., & Ingram, T. N. (1992). Service provider job satisfaction and customer-oriented performance. Journal of Services Marketing, 6(2), 68–78.
Hogg, M., & Abrams, D. (1988). Social identifications: A social psychology of intergroup relations & group processes. London: Routledge.
Homburg, C., & Stock, R. M. (2004). The link between salespeople’s job satisfaction and customer orientation in a business-to-business context: a dyadic analysis. Journal of the Academy of Marketing Science, 32(2), 144–58.
Homburg, C., Wieseke, J., & Hoyer, W. (2009). Social identity and the service–profit chain. Journal of Marketing, 73(2), 38–54.
Hopkins, N., Reicher, S., & Levine, M. (1997). On the parallels between social cognition and the ‘New Racism’. British Journal of Social Psychology, 36, 305–29.
Jones, E., Bush, P., & Dacin, P. (2003). Firm market orientation and salesperson customer orientation: interpersonal and intrapersonal influences on customer service and retention in business-to-business buyer-seller relationships. Journal of Business Research, 56(4), 323–41.
Katz, I., & Hass, R. G. (1988). Racial ambivalence and American value conflict: correlational and priming studies of dual cognitive structures. Journal of Personality and Social Psychology, 55(6), 893–905.
Kearney, E., Gebert, D., & Voelpel, S. C. (2009). When and how diversity benefits teams: the importance of team members’ need for cognition. Academy of Management Journal, 52(3), 581–598.
Kelman, H. C. (1958). Compliance, identification, and internalization: three processes of attitude change. Journal of Conflict Resolution, 2(1), 51–60.
Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The animosity model of foreign product purchase: an empirical test in the People’s Republic of China. Journal of Marketing, 62(1), 89–100.
Kleinbaum, D. G., Kupper, L. L., Muller, K. E., & Nizam, A. (1998). Applied regression analysis and other multivariate methods. Pacific Grove: Duxbury.
Krueger, J. I., Hall, J., Villano, P., & Jones, M. (2008). Attribution and categorization effects in the representation of gender stereotypes. Group Processes Intergroup Relations, 11(3), 401–414.
Lee, N., Sandfield, A., & Dhaliwal, B. (2007). An empirical study of salesperson stereotypes amongst UK students & their implications for recruitment. Journal of Marketing Management, 23(7), 723–744.
Leonard, B. (2000). Worker productivity may be tangled in corporate bureaucracy. HR Magazine, November 2000, 34.
Lepore, L., & Brown, R. (1997). Category and stereotype activation: is prejudice inevitable? Journal of Personality & Social Psychology, 72(2), 275–87.
Liu, S. S., Luo, X., & Shi, Y. (2002). Integrating customer orientation, corporate entrepreneurship, and learning orientation in organizations-in-transition: an empirical study. International Journal of Research in Marketing, 19(4), 367–82.
Livingston, K. R., Andrews, J. K., & Harnard, S. (1998). Categorical perception effects induced by category learning. Journal of Experimental Psychology: Learning, Memory, and Cognition, 24(3), 732–753.
Luthans, F., & Kreitner, R. (1985). Organizational behavior modification and beyond: an operational and social learning approach. Glenview: Scott Foresman.
MacKenzie, S. B., Podsakoff, P. M., & Ahearne, M. J. (1998a). Some possible antecedents and consequences of in-role and extra-role salesperson performance. Journal of Marketing, 62(3), 87–98.
MacKenzie, S. B., Podsakoff, P. M., & Rich, G. A. (1998b). Transformational and transactional leadership and salesperson performance. Journal of the Academy of Marketing Science, 29(2), 115–134.
McConahay, J. B., Hardee, B. B., & Batts, V. (1981). Has racism declined in America? It depends on who is asking & what is asked. Journal of Conflict Resolution, 25(4), 563–79.
Miller, N., Brewer, M. B., & Edwards, K. (1985). Cooperative interaction in desegregated settings: a laboratory analogue. Journal of Social Issues, 41(3), 63–81.
Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-specific leadership: turning employees into BR& champions. Journal of Marketing, 73(5), 122–142.
Muthén, L. K., & Muthén, B. O. (2006). Mplus user’s guide (4th ed.). Los Angeles: Muthén & Muthén, available at: http://www.statmodel.com.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York: McGraw-Hill.
O’Reilly, C. (1989). Corporations, culture and commitment: motivation and social control in organizations. California Management Review, 31(4), 9–25.
Oakes, P. J., Haslam, S. A., & Turner, J. C. (1994). Stereotyping and social reality. Oxford: Blackwell.
Ouellet, J. (2007). Consumer racism and its effects on domestic cross-ethnic product purchase: an empirical test in the United States, Canada, and France. Journal of Marketing, 71(1), 113–128.
Park, B., & Judd, C. M. (1990). Measures and models of perceived group variability. Journal of Personality and Social Psychology, 59(2), 173–82.
Pettigrew, T. F., & Tropp, L. R. (2006). A meta-analytic test of intergroup contact theory. Journal of Personality and Social Psychology, 90(5), 751–83.
Pfeffer, J., & Veiga, J. F. (1999). Putting people first for organizational success. Academy of Management Executives, 13(2), 37–48.
Piercy, N. F. (1994). The real strategic issues versus organizational bureaucracy and administrative neatness. Management Decision, 32(4), 5–8.
Piercy, N. F., Harris, L. C., & Lane, N. (2002). Market orientation and retail operatives’ expectations. Journal of Business Research, 55(4), 261–73.
Piercy, N. F., Cravens, D. W., Lane, N., & Vorhies, D. W. (2006). Driving organizational citizenship behaviors and salesperson in-role behavior performance: the role of management control and perceived organizational support. Journal of the Academy of Marketing Science, 34(2), 244–62.
Platow, M. J., & van Knippenberg, D. (2001). A social identity analysis of leadership endorsement: the effects of leader ingroup prototypicality and distributive intergroup fairness. Personality and Social Psychology Bulletin, 27(11), 1508–1519.
Puffer, S. M. (1987). Prosocial behavior, noncompliant behavior, and work performance among commission salespeople. Journal of Applied Psychology, 72(4), 615–21.
Queller, S., Schell, T., & Winter, M. (2006). A novel view of between-categories contrast and within-category assimilation. Journal of Personality and Social Psychology, 91(3), 406–422.
Raudenbush, S. W., & Bryk, A. S. (2002). Hierarchical linear models: Applications and data analysis methods. Thousand Oaks: Sage.
Rhoades, L., & Eisenberger, R. (2002). Perceived organizational support: a review of the literature. Journal of Applied Psychology, 87(4), 698–714.
Ruekert, R. W. (1992). Developing a market orientation: an organizational strategy perspective. International Journal of Research in Marketing, 9(3), 225–45.
Schneider, B., Ehrhart, M. G., Mayer, D. M., Saltz, J. L., & Niles-Jolly, K. (2005). Understanding organization-customer links in service settings. Academy of Management Journal, 48(6), 1017–32.
Shamir, B., House, R. J., & Arthur, M. B. (1993). The motivational effects of charismatic leadership: a self-concept based theory. Organization Science, 4(4), 577–94.
Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: construction & validation of the CETSCALE. Journal of Marketing Research, 24(3), 280–289.
Smidts, A., Pruyn, Ad T. H., & Van Riel, C. B. M. (2001). The impact of employee communication and perceived external prestige on organizational identification. Academy of Management Journal, 44(5), 1051–62.
Smith, C. A., Organ, D., & Near, J. P. (1983). Organizational citizenship behavior: its nature and antecedents. Journal of Applied Psychology, 68(4), 653–63.
Spencer-Rodgers, J., Hamilton, D. L., & Sherman, S. J. (2007). The central role of entitativity in stereotypes of social categories and task groups. Journal of Personality and Social Psychology, 92(3), 369–388.
Stephan, W. G., & Stephan, C. W. (1984). The role of ignorance in intergroup relations. In N. Miller & M. B. Brewer (Eds.), Groups in contact: The psychology of desegregation (pp. 229–257). Orlando: Academic.
Tajfel, H. (1978). Differentiation between social groups. Studies in the social psychology of intergroup relations. London: Academic.
Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. In W. G. Austin & S. Worchel (Eds.), The social psychology of intergroup relations (pp. 33–47). Monterey: Brooks-Cole.
Tajfel, H., & Turner, J. C. (1986). The social identity theory of inter-group behavior. In S. Worchel & W. G. Austin (Eds.), Psychology of intergroup relations (pp. 7–24). Chicago: Nelson-Hall.
Terry, D. J., & Hogg, M. A. (1996). Group norms & the attitude-behaviour relationship: a role for group identification. Personality and Social Psychology Bulletin, 22(8), 776–93.
Thomas, R. W., Soutar, G. N., & Ryan, M. M. (2001). The selling orientation-customer orientation (S.O.C.O.) scale: a proposed short form. Journal of Personal Selling and Sales Management, 21(1), 63–69.
Turner, J. C., Hogg, M. A., Oakes, P. J., Reicher, S. D., & Wetherell, M. S. (1987). Rediscovering the social group—a self-categorization theory. Worchester: Billing.
Turner, R. N., Voci, A., & Hewstone, M. (2007). Reducing explicit and implicit outgroup prejudice via direct and extended contact: the mediating role of self-disclosure and intergroup anxiety. Journal of Personality and Social Psychology, 93(3), 369–88.
Tyler, T. R. (1999). Why people cooperate with organizations. Research in Organizational Behavior, 21, 201–46.
Tyler, T. R., & Blader, S. L. (2005). Can businesses effectively regulate employee conduct? The antecedents of rule following in work settings. Academy of Management Journal, 48(6), 1143–58.
Ullrich, J., Christ, O., & van Dick, R. (2009). Substitutes for procedural fairness: prototypical leaders are endorsed whether they are fair or not. Journal of Applied Psychology, 94(1), 235–344.
Van de Ven, A. H., & Ferry, D. (1980). Measuring and assessing organizations. New York: Wiley.
Van Knippenberg, D., & Hogg, M. A. (2003). A social identity model of leadership effectiveness. In R. M. Kramer & B. M. Staw (Eds.), Research in organizational behavior (pp. 245–297). Amsterdam: Elsevier.
Vonofakou, C., Hewstone, M., & Voci, A. (2007). Contact with out-group friends as a predictor of meta-attitudinal strength and accessibility of attitudes toward gay men. Journal of Personality and Social Psychology, 92(5), 804–20.
Vorauer, J. D., Main, K. J., & O’Connell, G. B. (1998). How do individuals expect to be viewed by members of lower status groups? Content and implications of meta-stereotypes. Journal of Personality and Social Psychology, 75(4), 917–37.
Wieseke, J., Homburg, C., & Lee, N. (2008). Understanding the adoption of new brands through salespeople: a multilevel framework. Journal of the Academy of Marketing Science, 36(2), 278–91.
Wittenbrink, B., Judd, C. M., & Park, B. (1997). Evidence for racial prejudice at the implicit level and its relationship with questionnaire measures. Journal of Personality and Social Psychology, 72(2), 262–74.
Zyphur, M. J., Warren, C. R., Landis, R. S., & Thoresen, C. J. (2007). Self-regulation and performance in high-fidelity simulations: an extension of ego-depletion research. Human Performance, 20(2), 103–118.
Author information
Authors and Affiliations
Corresponding author
Additional information
All authors contributed equally to this article.
Appendix
Appendix
Scale Items for Construct Measurement
I.&II. Salespeople’s [Sales Unit Manager’s] Negative Headquarters Stereotypes (data source: sales managers and salespeople) Wittenbrink et al. (1997); Turner et al. (2007); Gardner (1994); seven-point sementic differential scale
-
1.
The people in corporate headquarters know what is really involved with running a travel agency… (1) very well (7) not at all.
-
2.
The people in corporate headquarters are primarily… (1) concerned with the interest of the travel agencies (7) concerned with their own interest.
-
3.
The people in corporate headquarters earn… (1) too little (7) too much.
-
4.
Compared to salespeople and sales managers, the people in corporate headquarters work… (1) more (7) less.
-
5.
Compared to here, the working conditions in corporate headquarters are… (1) less pleasant (7) more pleasant.
-
6.
Our corporate headquarters… (1) is worth more than it costs (7) costs more than it is worth.
III. Salespeople’s Adherence to Corporate Strategy (data source: salespeople) Ajzen and Madden (1986); “totally disagree” to “totally agree” on a seven-point scale
-
1.
I adhere to the strategic guidelines of our corporation.
-
2.
I try my best to sell our corporate brands whenever it is possible.
-
3.
To be able to optimally implement the strategic guidelines of my corporate headquarters, I make major efforts to stay well informed.
-
4.
My main aim is to sell our corporate brands.
IV. Salespeople’s Customer Orientation (data source: customers) Thomas et al. (2001); “totally disagree” to “totally agree” on a seven-point scale
-
1.
The travel agent tried to figure out what my needs were.
-
2.
The travel agent had my best interest in mind.
-
3.
When selling me products, my needs were very important to the travel agent.
-
4.
The travel agent recommended products or services that were best suited to solving my problems.
-
5.
The travel agent tried to find out which kind of products or services would be most helpful to me.
V. Salespeople’s Sales Performance (data source: firm records) Schneider et al. (2005)
-
1.
Annual Sales per salesperson
VI. & VII. Corporate [Sales Unit] Management’s Organizational Support (data source: salespeople) Eisenberger et al. (1986); “totally disagree” to “totally agree” on a seven-point scale
-
1.
Help is available from corporate [sales unit] management when I have a problem.
-
2.
Corporate [sales unit] management is willing to help me when I need a special favor.
-
3.
Corporate [sales unit] management cares very much about my opinion as an employee.
-
4.
Corporate [sales unit] management is proud of my achievements as an employee.
VIII. & IX. Corporate [Sales Unit] Management’s Employee Orientation (data source: salespeople) Fritz (1996); “totally disagree” to “totally agree” on a seven-point scale
-
1.
The travel agents’ interests are at the centre of corporate [sales unit] management’s considerations.
-
2.
Corporate [sales unit] management does everything for the well-being of the travel agents.
-
3.
Much is done by corporate [sales unit] management for the personal and professional development of the travel agents.
-
4.
Travel agent work satisfaction is a major goal of our corporate [sales unit] management.
X. & XI. Corporate [Sales Unit] Management’s Charismatic Leadership (data source: salespeople) Conger and Kanungo (1998); “totally disagree” to “totally agree” on a seven-point scale
-
1.
Corporate [Sales unit] management has a vision that it tries to achieve with creative ideas.
-
2.
Corporate [Sales unit] management provides inspiring strategic and organizational goals.
-
3.
Corporate [Sales unit] management regularly creates new ideas to make the travel agencies [travel agency] ready for the future.
-
4.
Corporate [Sales unit] management is comprised of entrepreneurial people who readily seize opportunities.
-
5.
Corporate [Sales unit] management recognizes new opportunities in the market that help us achieve our organizational objectives.
-
6.
Corporate [Sales unit] management is able to motivate the travel agents by articulating effectively the importance of what they are doing. [dropped from further analyses]
-
7.
Corporate [Sales unit] management is comprised of individuals who represent the company convincingly to the external public.
-
8.
Corporate [Sales unit] management is comprised of people one can be proud of.
XII. Corporate Bureaucracy (data source: salespeople) “totally disagree” to “totally agree” on a seven-point scale
-
1.
Working for [Company X] is fairly difficult because of existing regulations.
-
2.
Corporate management has imposed too many standards that impede my work.
-
3.
In my daily work, I experience a high degree of bureaucratic impediments at the corporate level.
-
4.
When I have a good idea, it is difficult to realize it because of bureaucratic corporate obstacles.
XIII. Contact Frequency with Corporate Headquarters (data source: salespeople) Van de Ven and Ferry (1980); “totally disagree” to “totally agree” on a seven-point scale
-
1.
I stay in regular contact with corporate headquarters.
-
2.
The Intranet is the only channel through which I have contact with corporate headquarters. (reverse coded) [dropped from further analyses]
XIV. Personalization of Contact with Corporate Headquarters (data source: salespeople) Turner et al. (2007); “totally disagree” to “totally agree” on a seven-point scale
-
1.
I have friends in corporate headquarters. [dropped from further analyses]
-
2.
I personally know some colleagues in corporate headquarters.
-
3.
I have personally seen our corporate headquarters and I know it from within.
-
4.
I know our corporate headquarters very well.
XV. Perceived External Image of Company (data source: salespeople); adapted from Ahearne et al. (2005); “totally disagree” to “totally agree” on a seven-point scale
-
1.
Our corporation has a very good image in public.
-
2.
The public appearance of our corporation is very good.
-
3.
Other people like our corporate image in public.
-
4.
Others like the advertising of our corporation.
XVI. Uniformity of Corporate Headquarters Members (data source: salespeople) Park and Judd (1990); “totally disagree” to “totally agree” on a seven-point scale
-
1.
The members of corporate headquarters are very similar.
-
2.
The members of corporate headquarters share many characteristics.
-
3.
The members of corporate headquarters cope very well with each other.
-
4.
Generally, the performance of our headquarters members is fairly similar.
XVII. Salespeople Job Satisfaction (data source: salespeople) Hackman and Oldham (1975); “totally disagree” to “totally agree” on a seven-point scale
-
1.
Generally speaking, I am very satisfied with this job.
-
2.
I am generally satisfied with the kind of work I do in this job.
-
3.
I frequently think of quitting this job (Reverse coded).
XVIII. Salespeople Empathy (data source: salespeople) Barrett-Lennard (1981); “totally disagree” to “totally agree” on a seven-point scale
-
1.
I always sense exactly what customers want.
-
2.
I realize what customer’s mean even when they have difficulty in saying it.
-
3.
It is easy for me to take the customer’s perspective.
XIX. Sales Unit Management’s Contingent Reward (data source: sales manager) Avolio et al. (1999); “totally disagree” to “totally agree” on a seven-point scale
-
1.
I clarify rewards.
-
2.
I assist my sales reps based on their effort.
-
3.
I reward my sales reps’ achievements.
-
4.
I recognize my sales reps’ achievements.
-
5.
I continuously reward my sales reps’ achievements.
XX. Sales Unit Management’s Management-by-exceptions (data source: sales manager) Avolio et al. (1999); “totally disagree” to “totally agree” on a seven-point scale
-
1.
I focus on my sales reps’ mistakes.
-
2.
I ‘put out fires’.
-
3.
I track my sales reps’ mistakes.
-
4.
I concentrate on my sales reps’ failures
Rights and permissions
About this article
Cite this article
Homburg, C., Wieseke, J., Lukas, B.A. et al. When salespeople develop negative headquarters stereotypes: performance effects and managerial remedies. J. of the Acad. Mark. Sci. 39, 664–682 (2011). https://doi.org/10.1007/s11747-010-0233-2
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s11747-010-0233-2