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Printable Handouts
Navigable Slide Index
- Introduction
- How do you serve a globally dispersed customer?
- Demand for seamless global delivery and service
- How multinationals used to buy
- How multinationals increasingly buy now
- Contrasting views of GAM
- Hewlett-Packard’s GAM history
- Hewlett-Packard’s situation in 1990
- Evolution of HP’s GAM program
- HP’s customer structure
- Profile of an HP corporate account
- HP’s account organization model
- 3 types of account managers at Siemens
- Supplier’s products and services
- Customers’ wants
- Importance of multinational customers
- Global accounts program at TNT
- Rewards of GAM
- The internationalist
- The federalist
- The regional optimizer
- The global network maximizer
- Elements of global organization
- Industry makes a big difference
- Difficulties of GAM
- Understand your type of GAM program
- Coordination GAM schematic
- Coordination GAM elaborated
- Example of coordination GAM: Unilever
- Control GAM schematic
- Control GAM elaborated
- Example of control GAM: Xerox
- Separate GAM schematic
- Separate GAM elaborated
- Example of separate GAM: IBM
- Global integration affects choice of GAM mode
- GAM needs to be embedded in GCM
- How do you deliver what customers want?
- Working with the customer
- How GAMs can motivate managers
- Shift the burden of proof
- Concluding thoughts
- Recommended literature
This material is restricted to subscribers.
Topics Covered
- Strategic account management
- Key account management
- Global account management
- Global marketing
- Global strategy – Organization
- Global customers
- Customer relationship management
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Talk Citation
Yip, G.S. (2020, June 30). Global account management: what it is and what it isn’t [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/ATEK7294.Export Citation (RIS)
Publication History
A selection of talks on Global Business Management
Transcript
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0:00
Hello. My name is George Yip.
I'm a Professor of Management and my main research is on global strategy.
A particular specialty within that is global account management,
which is an emergent phenomenon on
how multinational companies manage multinational customers.
The theme of my talk is Global Account Management: What It Is, and What It Isn't.
0:27
Here's an example of the challenge that a global supplier faces.
It will have a globally dispersed customer
with operations around the world as illustrated in this map,
I'll let you guess which company that is.
Typically, these companies will want to be
sold to and serviced in a globally integrated way,
as shown on the next slide.
0:50
These multinational customers now demand seamless global delivery and
service and they want the highest standards all over the world.
So, they want the same standard in Indonesia as
you might be offering to them in Germany or the United States.
1:07
The phenomenon of global account management has
emerged because the way in which multinationals buy has changed.
This slide 4, shows how multinationals used to buy.
Here we have two companies dealing with each other in four countries.
But in the old approach,
it would be a bilateral relationship within each country.
The customer in country A would buy from the supplier in country A and separately,
country B dealing with the supplier in country B
and they wouldn't really know that they were each part of a multinational company.
So here we've got four separate relationships rather than an integrated one.