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Managing Global CustomersAn Integrated Approach$
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George S. Yip and Audrey J.M. Bink

Print publication date: 2007

Print ISBN-13: 9780199229833

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780199229833.001.0001

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Structuring the Global Customer Management Programme

Structuring the Global Customer Management Programme

(p.68) 4 Structuring the Global Customer Management Programme
Managing Global Customers

George S. Yip

Audrey J. M. Bink

Oxford University Press

Chapter 3 discussed how the global customer management (GCM) programme should fit into the company's overall global strategy and global organization. This chapter moves on to the GCM programme itself. The organization of the programme forms the bedrock of the total GCM effort. But there is, of course, no single best way of organizing GCM, as the right structure depends on the company and its situation. The one commonality is that a global account management (GAM) programme nearly always sits at the core of the GCM organization. The GAM programme constitutes the formal part of GCM, usually with a specific organization and reporting structure for the main players in GCM. As such the GAM programme will be the most visible part of the GCM organization, but needs to be integrated with the rest of the company. The chapter describes the various elements that make up a GCM organization, and discusses the three major forms of GAM organization, along with their benefits and possible pitfalls.

Keywords:   global customer management, global account management, global strategy, global organization

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