Abstract
The many women currently entering traditionally male sales forces have reportedly brought many strengths that impact upon their performance of the job (e.g., listening ability, service orientation, understanding others). These strengths are consistent with the female gender role which involves nurturing others and caring for the psycho-social needs of families. Feminine qualities such as sympathy, sensitivity to the needs of others, eagerness to soothe hurt feelings, and gentleness, are likely to have desirable behavioral correlates on the sales job. This paper, therefore, focuses on the feminine qualities of saleswomen. It examines the way sales managers believe they relate to effective performance in traditionally masculine types of selling.
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© 2015 The Academy of Marketing Science
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Comer, L.B. (2015). Perceptions of the Contribution of Femininity to the Performance of Traditionally Masculine Selling. In: Wilson, E., Black, W. (eds) Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13162-7_5
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DOI: https://doi.org/10.1007/978-3-319-13162-7_5
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-13162-7
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