9-23 Structuring Sales Commissions (15-20 min)
1. Omega–because it has the higher selling price and therefore the larger
2. From the standpoint of the company, profits may be higher if customers
purchase more units of Alpha (relative to Omega). This is because Alpha
has the higher contribution margin per unit.
To eliminate such a conflict (i.e., the goal-congruency issue), Questar
could revise its compensation plan to motivate greater sales of Alpha. It
could do this by basing sales commissions on contribution margin
generated by sales rather than sales dollars generated. If fixed costs are
not affected by the resulting shift in sales mix (toward increased sales of
Alpha), maximizing contribution margin will also maximize operating
Addendum: Bazerman, M., and A. E. Tenbrunsel. 2011. Ethical
breakdowns. Harvard Business Review (April), pp. 58-65.
Ill-Conceived Goals (p. 60)
In the above-reference article, the authors state: “In our teaching, we
often deal with sales executives. By far the most common problem they
report is that their sales forces maximize sales rather than profits. We
ask them what incentives they give their salespeople, and they confess
to actually rewarding sales rather than profits. The lesson is clear: When
employees behave in undesirable ways, it’s a good idea to look at what
you’re encouraging them to do.”
9-9
Education.