Gender-based gaps are found in all countries and economies of the world, but in Turkey, the issues of gender inequality are particularly evident. Apart from the cultural factors contributing to the gender gap in the Turkish salesforce, the sales function presents various obstacles to narrowing the imbalance, such as being viewed as a masculine profession and negative perceptions of salespeople.

As permission to interview saleswomen representatives at this firm was not granted, the thesis was solely based on desk research. Finding theoretical models that could give the research direction and set boundaries was needed. Through the use of the GLOBE Project cultural dimensions, the research aimed to investigate Turkey's culture positioning. Addtionally, considering the fact that the thesis topic is an HR-related project, the second therotical model was the WorldatWork Total Rewards, which may be leveraged to recruit, retain, and develop women in sales.

The review revealed that Turkey's cultural profile is marked by a lack of gender egalitarianism, a lack of human orientation, and a high degree of power distance. Turkey's study also emphasized the reasons why women have a low rate of labor market participation. These reasons include; labor market discrimination, gender roles, motherhood, and a number of issues about harassment in the workplace. Meanwhile, the Sales review revealed that women avoid sales for a variety of reasons, including male dominance, being seen as a gendered stereotypical profession, poor media portrayals of salespeople, and negative views toward woman sales managers. One of most revelatory research revealed that both men and women in Turkey had negative opinions regarding female sales managers, while others revealed that, women's attitudes toward women managers were more negative than men's. As a result of this research, PMI should have a better understanding of the role of culture in closing gender gaps. Apart from advocating for adopting and communicating a total rewards strategy, the recommendations for reducing the gender gap in sales are organized around three employee stages: recruiting, retention, and development.