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Global Account Management: The Rationale and Motivation

Part 6. International Marketing

  1. Michael Harvey1,2,
  2. Miriam Moeller1,2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06022

Wiley International Encyclopedia of Marketing

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.

Author Information

  1. 1

    University of Mississippi, Oxford, MS, USA

  2. 2

    Bond University, Robina, Queensland, Australia

Publication History

  1. Published Online: 15 DEC 2010

Abstract

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.

Keywords:

  • global account management;
  • GAM;
  • customer/supplier relationship;
  • consistency/coordination;
  • organizational configuration;
  • global