A Cross-Cultural Investigation of the Stereotype for Salespeople

Abstract

The purpose of this research is to investigate the image of salespeople and of the selling function as perceived by business students across cultures. Of the several empirical investigations that exist in the sales literature, most are based on a single-country sample. This study extends previous knowledge on single-country perception of salespeople by conducting a quantitative survey of business students in Cameroon, France, Japan, Mexico, and the United States. Substantial differences and similarities are found across countries on salesperson’s image, feelings in the presence of a salesperson, as well as the perception of a career in sales. They all appear to be influenced by cultural values. Several practical strategic implications are suggested, including examining cultural values to identify the origin of negative images, careful gatekeeping to promote professional positions, and supporting mobility of both students and faculty. Finally, limitations to the findings are presented with suggested future research directions.