Impact of Diversity on Sales Force Performance:

A Case Study of Shemu Plc, Dire Dawa

Abstract

In an increasingly globalized market, workforce diversity has emerged as a critical factor influencing organizational performance, particularly within sales teams. This study investigates the relationship between various dimensions of diversity age, gender, ethnicity, and educational background and sales force performance. Utilizing a mixed-methods approach, the research combines theoretical frameworks with empirical data to explore how diversity impacts team dynamics, productivity, and overall sales outcomes. The findings reveal that diverse sales teams not only enhance market insights but also face challenges related to cohesion. This study contributes to the literature by examining the relationship between workforce diversity (age, gender, ethnicity, and educational background) and sales force performance within an Ethiopian context, specifically at Shemu PLC.