The importance of value structures in the perception of rewards by industrial salespersons

This study uses value structures to explain industrial salespersons’ perception of rewards. The study suggests that salespersons’ preference for a reward system depends on their dominant value structures. Reward systems may therefore be designed to reflect the dominant values. The degree of congruence between salespersons’ values and values ascribed to the organization also influences the perception of rewards. Companies with high value congruence should emphasize job security, promotion and social recognition. Where value congruence is low, the reward system should emphasize financial remunerations in the short-run. Recruitment and selection of new salespeople may also be based partly on values.