You are the regional sales managers of an organization that supplies high-quality windows and doors to building supply centers nationwide. Over the last three years, the rate of sales growth has slackened. There is increasing evidence that, to make their jobs easier, salespeople are primarily servicing large customer accounts and ignoring small accounts. In addition, the salespeople are not dealing promptly with customer questions and complaints, and this inattention has resulted in poor after-sales service. You have talked about these problems, and you are meeting to design a control system to increase both the amount of sales and the quality of customer service.

What relative importance do you put on 

(a) Output control, 

(b) Behavior control, and 

(c) Organizational culture in this design?