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Anytime distribution – a case of gender differential in sales performance

Farhan Shahzad (Department of Human Resource Management, Sukkur Institute of Business Administration, Sukkur, Pakistan)
Abdul Rehman Shaikh (Directorate of IBA CC &S, Sukkur IBA, Sukkur, Pakistan)
Asad Ali Qazi (Department of Business Administration, Sukkur Institute of Business Administration, Sukkur, Pakistan)
Muhammad Muzamil Sattar (Department of Marketing, Sukkur Institute of Business Administration, Sukkur, Pakistan)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 6 December 2019


Learning outcomes

To understand how the external culture of an organization affects the internal decisions; to explore how employment stereotypes are used in recruitment; to grasp the general understanding of how line managers give more value to the bottom line than “non-discrimination statement”; to understand the challenges while managing a diverse workforce; and to critically analyze hiring decision and recommend practical solution.

Case overview/synopsis

Asma Malik was hired as a management trainee around five years ago. After successful completion of her one year as a management trainee, she was placed in the finance department. She outperformed all of her targets and received multiple rewards of a star performer. However, Malik was passionate and eager to work in the field and to work with the sales team. It was her dream to be an outstanding salesgirl. Based on the company’s policy of equal opportunity employer, she quickly got herself promoted to the position of wholesale manager and she was the first one to be provided such a challenging position. However, the market dynamics and market acceptability in a country like Pakistan were quite thought-provoking for a girl to be a wholesale manager. And it was observed that sales were constantly declining, as she had assigned this role. Now Country Manager (CM) had to make a decision, whether to transfer her to any other position or to retain her in the same position.

Complexity academic level

Bachelor of Business Administration and MBA.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 1: Accounting and Finance.



Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.


Shahzad, F., Shaikh, A.R., Qazi, A.A. and Sattar, M.M. (2019), "Anytime distribution – a case of gender differential in sales performance", Emerald Emerging Markets Case Studies, Vol. 9 No. 3.



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