Sales reps vs. headquarters

When you ask sales representatives about their opinion on corporate headquarters, you are guaranteed a barrage of criticism - a phenomenon known in research as Negative Headquarter Stereotypes. This video explains why managers should care about Negative Headquarter Stereotypes and how they can be reduced.

Original research article: Homburg, Ch., J. Wieseke, B. A. Lukas, and S. Mikolon (2011), "When salespeople develop negative headquarter stereotypes: Performance effects and managerial remedies," Journal of the Academy of Marketing Science, 39(5):664-682


Leadership and Change, Operations, Strategy

Consumer Goods and Retail, Professional Service Firms, Technology Based Industries

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