Walking the tightrope: Constructing gender and professional identities in account management

Inne Gremmen and Yvonne Benschop

Journal of Management & Organization, 2009, vol. 15, issue 5, 596-610

Abstract: This paper contributes to the growing stream of organization research that explores the relationship between professional identities and gender. Our central question pertains to how account managers ‘do gender’ in constructing their professional identities. While account management has been considered a sales occupation with a strong masculine connotation, some indications towards ‘feminization’ have also been observed. Our analysis of 39 interviews with white women and men working as account managers in the Netherlands suggests that these account managers construct a ‘tough salesman’ identity and a ‘co-operative communicator’ identity. These identities have different gender connotations. The ‘co-operative communicator’ identity facilitates a critical dialogue with the – often implicit – masculinity in the ‘tough salesman’ identity norm. We reflect on the effects of these gender connotations both for account managers and for our practice as organization researchers who intend to deconstruct rather than reproduce gender stereotypes in our study of professional identities.

Date: 2009
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://www.cambridge.org/core/product/identifier/ ... type/journal_article link to article abstract page (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cup:jomorg:v:15:y:2009:i:05:p:596-610_00

Access Statistics for this article

More articles in Journal of Management & Organization from Cambridge University Press Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK.
Bibliographic data for series maintained by Kirk Stebbing ().