Global Account Management: The Rationale and Motivation
Part 6. International Marketing
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Harvey, M. and Moeller, M. 2010. Global Account Management: The Rationale and Motivation. Wiley International Encyclopedia of Marketing. 6.
- Published Online: 15 DEC 2010
As organizations are entering an increasingly complex global context, rapidly expanding operations overseas demand appropriate responses from multinational/global suppliers. Global account management (GAM) is a mechanism through which organizations are able to provide greater consistency and coordination to their customers, addressing the needs of a single customer in multiple environmental contexts. GAM structures allow the multinational corporation (MNC)/global organization to increase its information-processing capacity as well as its bargaining power with regard to the global customer. Strategically, suppliers have the opportunity to become more global organizations. Both the motivation and responsibilities of GAM teams are explored, including a discussion on the promotion of social capital through trust building. We conclude by acknowledging that GAM allows organizations to cater to their customers efficiently and effectively, thereby gaining viability within the global arena. It is expected, however, that, in the future, newer forms of organizational structure will replace the present GAM configuration.
- global account management;
- customer/supplier relationship;
- organizational configuration;