Control system diversity: Implications for selling centers

Brian R. Murtha, Tasadduq A. Shervani, Goutam N. Challagalla, Bradley L. Kirkman

Research output: Contribution to journalArticlepeer-review

3 Scopus citations


It is often the case that members of selling centers are governed by different control systems (i.e., some selling center members are governed more by behavior controls while others are governed more by outcome controls). Surprisingly, there is little research which examines the impact of control system diversity (CSD) on selling center processes (e.g., decision comprehensiveness) and outcomes (e.g., performance). The present research integrates the literature on psychological stakes to show that CSD is positively related to decision comprehensiveness when psychological stakes are high but not when they are low. Decision comprehensiveness, in turn, is positively related to performance. This research uses data from multiple sources across 61 selling centers to provide novel insights into a new form of diversity and the under researched context of selling centers.

Original languageEnglish
Pages (from-to)1870-1876
Number of pages7
JournalJournal of Business Research
Issue number9
StatePublished - Sep 2014


  • Control systems
  • Diversity
  • Psychological stakes
  • Sales teams
  • Selling centers
  • Similarity attraction

ASJC Scopus subject areas

  • Marketing


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