Organization Science
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ORGANIZATION SCIENCE
Vol. 13, No. 4, July-August 2002, pp. 355-369
DOI: 10.1287/orsc.13.4.355.2949
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Red Light, Green Light: Making Sense of the Organizational Context for Issue Selling

Jane E. Dutton, Susan J. Ashford, Katherine A. Lawrence, Kathi Miner-Rubino

University of Michigan Business School, 701 Tappan Street, Ann Arbor, Michigan 48109–1234
University of Michigan Business School, 701 Tappan Street, Ann Arbor, Michigan 48109–1234
University of Michigan Business School, 701 Tappan Street, Ann Arbor, Michigan 48109–1234
Department of Psychology, University of Michigan, 525 East University, Ann Arbor, Michigan 48109–1109
janedut{at}umich.edu
sja{at}umich.edu
kathla{at}umich.edu
sja{at}umich.edu

This paper analyzes the contextual cues female managers attend to when considering raising gender-equity issues at work. Study 1 provides a qualitative look at the range of cues indicating context favorability, including demographic patterns, top management qualities, and cultural exclusivity. Study 2 experimentally manipulates these cues and reveals that the exclusiveness of organizational culture is the most potent cue affecting willingness to sell a gender-equity issue. A discussion of mediators sheds lights on why cultural exclusivity affects issue selling.

Key Words: Issue Selling; Contextual Sensemaking; Gender Equity; Culture; Demography; Top Management Openness



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