Taken together, the Ohio State and University of Michigan studies suggest that four leadership styles may be effective for sales managers in varying situations. Specifically, a low considerate/employee oriented and low structure/production oriented leadership style is appropriate if the sales force consists of individuals who are socially mature and highly cohesive, but who do not understand or identify with the task at hand, such as learning new technological skills that will augment their selling efforts.

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The Ohio State and University of Michigan studies suggest that high consideration/employee-oriented and high structure/production-oriented leadership styles are generally more effective, especially when the sales force lacks understanding or identification with the task.

Taken Together, the Ohio State and University of Michigan Studies