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Global account management: what it is and what it isn’t

Published on April 6, 2014 Reviewed on June 30, 2020   38 min

A selection of talks on Global Business Management

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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.

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Global account management: what it is and what it isn’t

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