Hi SFW,
To the best of my knowledge, bead width is usually addressed 2 ways. One is specific customer requirements. For example, many Natural Gas Pipeline specs will limit the bead width to 3-5 time the electrode diameter. I'm also familliar with the fossil fuel industry where 5-7 times the electrode diameter goes.
However the main restriction is in the welding Codes. When we talk bead width (for any process) we're talking heat input, which is a function of weld speed, which is addressed in most codes as an essential variable. See AWS D1.1 Table 4.5, (17).
ASME Section IX (QW409.1lists heat input as a Supplementary variable (for low-temperature applications). This is because high heat input reduces mechanical properties.
Hope this helps,
Daon