Can selling be globalized? The pitfalls of global account management

被引：18

作者：

Arnold, D ^{[1
]}

Birkinshaw, J

Toulan, O

机构：

[1] Harvard Univ, Sch Business, Cambridge, MA 02138 USA

[2] London Business Sch, London NW1 4SA, England

[3] McGill Univ, Fac Management, Montreal, PQ H3A 2T5, Canada

来源：

CALIFORNIA MANAGEMENT REVIEW | 2001年 / 44卷 / 01期

关键词：

D O I：

10.2307/41166108

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

There is a strong current trend towards globalization of the sales function, driven by increasing customer power, initiatives in customer relationship management, and the design of customer-centric organizations. This article questions the wisdom of rapid adoption of global account management by vendor companies. Drawing on field and survey research among global account managers, the authors highlight a number of ways in which vendors can fail to reap the benefits of global customer relationships and instead suffer falling prices. A number of managerial guidelines are suggested for a strategic approach toward global customer management and an effective implementation of global account management programs.

引用

页码：8 / +

页数：14