Abstract Using survey data (n = 205) obtained from retail managers and executives of national retail chain store companies, we sought to identify the effect of gender on leadership roles in conjunction with personal values, job characteristics, and other personal values. Quinn's theoretical model of competing leadership roles (1984, 1988) was used as a conceptual framework. Results indicated that the members of the female group perceived themselves to display a higher level of mentor and broker roles than did the members of the male group. Further analysis indicated that certain personal values such as social affiliation and growth and development predicted the mentor and broker roles, respectively, without diminishing the effect of gender. Finally, perceived job characteristics (that is, feedback) also predicted the broker role. Theoretical and managerial implications are discussed.
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