This article examines goal theory in conjunction with sales
contests. Specifically, the study examines goal difficulty, goal
clarity, and goal acceptance and their association with per
formance, effort and selling method. The results of the study
are based on a sales contest of a Fortune 500 industrial sales
organization. A theoretical base for goal theory is reviewed.
Results indicate that difficult goals and increased acceptance
of goals are important attributes in a sales contest. Other
results are presented and managerial implications are dis
cussed.
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