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Examining the consequences of sales management control strategies in European field sales organizations

Artur Baldauf (University of Vienna, Vienna, Austria)
David W. Cravens (Texas Christian University, Fort Worth, Texas, USA)
Nigel F. Piercy (Cranfield School of Management, Cranfield, UK)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 October 2001



The effective management of sales organizations is important to managers of international marketing operations spanning multiple countries, but also to managers of local operations who may question the validity of many of the prescriptions of US‐based research. Studies sales management control in companies in Austria and the UK to contribute a European perspective on behaviour‐based control compared to outcome‐based control. Focuses on the pivotal role of the field sales manager compared to prior research at the salesperson and chief sales executive levels. Confirms the robustness of the behaviour‐based control in these international contexts, and also contributes a number of new insights to the general sales management control research literature. Identifies a number of important research directions in this important area, as well as implications for managers of international selling organizations.



Baldauf, A., Cravens, D.W. and Piercy, N.F. (2001), "Examining the consequences of sales management control strategies in European field sales organizations", International Marketing Review, Vol. 18 No. 5, pp. 474-508.




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