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

Author

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  • Svend Hollensen

    (University of Southern Denmark, Denmark)

  • Vlad Stefan Wulff

    (University of Southern Denmark, Denmark)

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 organizational solutions based on best-practice examples.

Suggested Citation

  • Svend Hollensen & Vlad Stefan Wulff, 2010. "Global Account Management (GAM): Creating Companywide and Worldwide Relationships to Global Customers," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 1(1), pages 28-47, January.
    • Handle: RePEc:igg:jcrmm0:v:1:y:2010:i:1:p:28-47
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