INSEAD Library

Includes bibliographical references and index

Digitized

Global Account Management A Complete Action Kit of Tools and Techniques for Managing Big Customers in a Shrinking World Contents About the author Preface Acknowledgements 1 Defining 'global' Truly global, or just plain international? 3; Timing your global response -- handling the 'would-be globals' 5; Taking the leap... upstairs... 13 ix xi xiii 1 2 The particular challenge of GAM Organizational and structural complexity 19; Authority 23; The irrationality of senior managers (no, really...) 24; Culture 25; Geography and time zones 27 17 3 Innocents among wolves, and other deadly sins... 4 The critical success factors -- making it happen 5 Getting the big picture Opportunity chain analysis 46; Business driver analysis 52; The shared future analysis 66; A postscript 71 29 37 45 Contents 6 Understanding the global buyer The global buyer's ambitions and purpose 74; Buying power -- pricing and terms 75; Operational efficiencies -- organizational structure 79; Supply chain management -- making it happen 83; Supplier management -- rationalization, positioning, and key/strategic suppliers 85; Protecting your investment 93; Postscript -- some deadly realism 93 73 7 Understanding the customer's decision-making process The types of DMU 96; DMU analysis -- the toolkit 97 95 8 Managing the global touch points Influencing strategy 116; Service provision strategy 134; The invisible interactions 136 115 9 Getting the board on board Champions and enablers 140; Leadership, empowerment and coaching 146; Participants 148 139 10 The global account manager -- rarest of breeds? The skills for the task 152; Managing teams 155; Coaching 167; Authority 169; The global account manager -- a sales professional? 171 151 11 Making it happen -- structure and the persuasive process Some 'guidelines' 177; Making it happen -- the 'persuasive process' 181 12 Performance and reward Right performance, right reward 189; Measuring the reward -- customer profitability 194 175 187 13 Getting IT right 14 The global account plan 15 Harnessing the strengths of cultural diversity Cultural preferences 212; What goes wrong? 215; What must go right? 216; Cultural preference -- the 16 scales 219; Forging a competitive advantage 233 199 205 211 Contents 16 Next steps, and getting further help Value propositions 235; INSIGHT marketing and people 237; Further reading 240 Index 235 241