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1. Introduction
2. How do you serve a globally dispersed customer?
3. Demand for seamless global delivery and service
4. How multinationals used to buy
5. How multinationals increasingly buy now
6. Contrasting views of GAM
7. Hewlett-Packard’s GAM history
8. Hewlett-Packard’s situation in 1990
9. Evolution of HP’s GAM program
10. HP’s customer structure
11. Profile of an HP corporate account
12. HP’s account organization model
13. 3 types of account managers at Siemens
14. Supplier’s products and services
15. Customers’ wants
16. Importance of multinational customers
17. Global accounts program at TNT
18. Rewards of GAM
19. The internationalist
20. The federalist
21. The regional optimizer
22. The global network maximizer
23. Elements of global organization
24. Industry makes a big difference
25. Difficulties of GAM
26. Understand your type of GAM program
27. Coordination GAM schematic
28. Coordination GAM elaborated
29. Example of coordination GAM: Unilever
30. Control GAM schematic
31. Control GAM elaborated
32. Example of control GAM: Xerox
33. Separate GAM schematic
34. Separate GAM elaborated
35. Example of separate GAM: IBM
36. Global integration affects choice of GAM mode
37. GAM needs to be embedded in GCM
38. How do you deliver what customers want?
39. Working with the customer
40. How GAMs can motivate managers
41. Shift the burden of proof
42. Concluding thoughts
43. Recommended literature

Topics Covered

• Strategic account management
• Key account management
• Global account management
• Global marketing
• Global strategy – Organization
• Global customers
• Customer relationship management

Links

Series:

• Global Strategy

Categories:

• Global Business Management
• Management, Leadership & Organisation

Bite-size Case Studies:

• Hewlett Packard: a pioneering approach to global account management

Talk Citation

Publication History

• Published on April 6, 2014
• Reviewed on June 30, 2020