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Gender Differences in Attitudes Toward Women as Sales Managers in the People's Republic of China
Authors:Sandra S. Liu  Lucette B. Comer  Alan J. Dubinsky
Affiliation:1. Sandra S. Liu (Ph.D., University of London) attained a post-doctoral visiting scholarship from the Kellogg Graduate School of Management at Northwestern University. Prior to joining the academia she had worked in the pharmaceutical industry internationally. Her current research interests encompass KM and CRM related issues in sales and strategic marketing. Her publications have appeared in Journal of Business Research, European Journal of Marketing, Journal of Personal Selling and Sales Management, Health Marketing Quarterly, and Journal of Business &2. Industrial Marketing, among others. She has also engaged in conducting consultancy and executive training programs for companies in Asia.;3. Lucette B. Comer (Ph.D., University of Maryland) is Associate Professor of Selling and Sales Management in the Department of Consumer Sciences and Retailing at Purdue University. Her research interests include diversity in sales (women, Hispanics) and salesperson behavior/psychology (traits, motivation, listening).Her publications have appeared in the Journal of Personal Selling and Sales Management, Industrial Marketing Management, and other marketing journals.;4. Alan J. Dubinsky (Ph.D., University of Minnesota) is a Professor in the School of Family and Consumer Sciences and the Krannert Graduate School of Business at Purdue University. Prior to entering academia, he was a territory manager for Burroughs Corporation (now Unisys). His research has appeared in the Journal of Marketing, Journal of Marketing Research, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Applied Psychology, Personnel Psychology, Academy of Management Journal, Leadership Quarterly, and Sloan Management Review, among others. He is a former editor of the Journal of Personal Selling and Sales Management and a recipient of the Annual Excellence in Research Award from the American Marketing Association Selling and Sales Management Special Interest Group.
Abstract:The present study promulgates a research stream in the area of understanding women's position in the management of the Chinese sales force. The study investigates attitudes toward women as sales managers held by Chinese salespeople. Male salespeople consistently rated the female sales managers lower than did female salespeople on three sets of attitude items. This finding indicates the presence of male resistance to women in sales management positions.
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