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Exploring racial concerns of black graduates about B2B Sales: stereotypes and firm’s mitigating initiatives

M. Piscopo,SherRhonda R. Gibbs,Roberto Mora Cortez

Published 2025 in Journal of Business & Industrial Marketing

ABSTRACT

This study aims to investigate the factors that deter Black graduates from pursuing careers in business-to-business (B2B) sales, where they remain significantly underrepresented. By exploring the concerns and perceptions of Black college students, this study seeks to fill a critical gap in the literature and inform initiatives that promote a more inclusive and welcoming environment for Black professionals in B2B sales. The study adopts a qualitative approach based on semi-structured interviews with 31 Black students from a historically Black higher education institution. This study identifies concerns about perceived racial biases among potential Black B2B sales candidates. The findings highlight the critical need for firms to address these concerns through preventive measures. The authors propose a model to explain the relationship between perceived negative biases and interest in pursuing a career in B2B Sales. This research uniquely focuses on the perspectives of potential Black hires, specifically addressing their perceived concerns and anxieties related to pursuing B2B sales careers, providing valuable insights for firms seeking to attract and retain Black talent in B2B sales.

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