Global Account Management (GAM): Creating Companywide and Worldwide Relationships to Global Customers

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Author(s): Svend Hollensen (University of Southern Denmark, Denmark)and Vlad Stefan Wulff (University of Southern Denmark, Denmark)
Copyright: 2012
Pages: 20
Source title: Successful Customer Relationship Management Programs and Technologies: Issues and Trends
Source Author(s)/Editor(s): Riyad Eid (United Arab Emirates University, UAE)
DOI: 10.4018/978-1-4666-0288-5.ch003

Keywords: Business & Management / Business Science Reference / Consumer Management / E-Business

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Abstract

Global account management (GAM) has become a critical issue for many multinational corporations that compete in a fast changing global market environment. In this article, we approach GAM from a benchlearning perspective, synthesize selected literature and examine an award winning case study in order to underline the importance of multilevel relationships in strategic business-to-business relationships. The purpose of this study is to address various issues related to multilevel relationships in strategic partnerships (e.g. the recruitment of the global account manager and his supporting team, turf wars and compensation) and suggest organisational solutions based on best-practice examples.

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Global Account Management (GAM): Creating Companywide and Worldwide Relationships to Global Customers

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