Assessment centers: A contrast of usage in diverse environments

The assessment center technique for sales force selection, promotion, career development, and training has received substantial attention. In addition to being cited as having substantial potential for more traditional sales management applications, the approach has been identified as well‐suited for cross‐cultural and multinational sales environments. This study appraises assessment center applications in two divergent settings: the United States and Europe. Expectations of greater awareness and utilization among European marketing managers were confirmed.