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

The effective management of sales organizations is important to managers of international marketing operations spanning multiple countries, but also t o managers of local operations who may question the validity of many of the prescriptions of US-based research. Studies sales management control in co mpanies in Austria and the UK to contribute a European perspective on behav iour-based control compared to outcome-based control. Focuses on the pivota l role of the field sales manager compared to prior research at the salespe rson and chief sales executive levels. Confirms the robustness of the behav iour-based control in these international contexts, and also contributes a number of new insights to the general sales management control research lit erature. Identifies a number of important research directions in this impor tant area, as well as implications for managers of international selling or ganizations.