Yip, George S. (U of Camgridge) Montgomery, David B. (Stanford U)
Abstract
Global Account Management is a new process by which multinational companies can better manage their relationships with global customers. This article provides a framework and methodology that managers can use to diagnose whether and how to use global account management. We also report on evidence from a study of 191 senior executives on major multinational companies.
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Paper provided by Stanford University, Graduate School of Business in its series Research Papers with number
1619.
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