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Printable Handouts
Navigable Slide Index
- Introduction
- How do you serve a globally dispersed customer?
- Demand 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 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. (2014, April 6). Global account management: what it is and what it isn’t [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 9, 2019, from https://hstalks.com/bm/2781/.Publication History
Global account management: what it is and what it isn’t
Published on April 6, 2014
39 min