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Global account management strategies: Drivers and outcomes

Author

Listed:
  • Linda Hui Shi

    (University of Victoria, Victoria, Canada)

  • J Chris White

    (Texas Christian University, Fort Worth, USA)

  • Shaoming Zou

    (University of Missouri, Columbia, USA)

  • S Tamer Cavusgil

    (Georgia State University, Atlanta, USA)

Abstract

Global account management (GAM) has become a vital part of many multinational enterprises’ global marketing. Yet little is known about successful GAM strategies. In this study, we conceptualize GAM strategies, and develop and empirically test an integrated theoretical model that links GAM strategies to their drivers and outcomes. We find that: (1) global strategic priority and globalization are significant drivers of four GAM strategies – inter-country coordination, inter-organizational coordination, marketing activities standardization, and global integration; (2) inter-country and inter-organizational coordination have significant main effects on GAM performance, while global customer demand positively moderates the effects of marketing activities standardization and global integration on GAM performance; and (3) GAM performance significantly influences relationship continuity. We discuss the theoretical and managerial implications, and provide suggestions for future research.

Suggested Citation

  • Linda Hui Shi & J Chris White & Shaoming Zou & S Tamer Cavusgil, 2010. "Global account management strategies: Drivers and outcomes," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(4), pages 620-638, May.
    • Handle: RePEc:pal:jintbs:v:41:y:2010:i:4:p:620-638
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    Citations

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    Cited by:

    1. Sandesh, Sadasivan Pillai & .S, Sreejesh & Paul, Justin, 2023. "Key account management in B2B marketing: A systematic literature review and research agenda," Journal of Business Research, Elsevier, vol. 156(C).
    2. Rudolf R. Sinkovics & Anthony S. Roath & S. Tamer Cavusgil, 2011. "International Integration and Coordination in MNEs," Management International Review, Springer, vol. 51(2), pages 121-127, April.
    3. Lacoste, Sylvie & Zidani, Kenza & Cuevas, Javier Marcos, 2022. "Lateral collaboration and boundary-spanning from a global leadership perspective: The case of global account managers," Journal of World Business, Elsevier, vol. 57(3).
    4. Jean, Ruey-Jer “Bryan” & Kim, Daekwan, 2020. "Internet and SMEs' internationalization: The role of platform and website," Journal of International Management, Elsevier, vol. 26(1).
    5. Hollender, Lina & Zapkau, Florian B. & Schwens, Christian, 2017. "SME foreign market entry mode choice and foreign venture performance: The moderating effect of international experience and product adaptation," International Business Review, Elsevier, vol. 26(2), pages 250-263.
    6. Mandler, Timo & Sezen, Burcu & Chen, Jieke & Özsomer, Ayşegül, 2021. "Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda," Journal of Business Research, Elsevier, vol. 125(C), pages 416-435.
    7. Fang Wu & Linda H. Shi, 2011. "Dealing with Market Dynamism," Management International Review, Springer, vol. 51(5), pages 635-663, October.
    8. Evers, Andrea & Hundsdoerfer, Jochen, 2014. "Country-by-Country Reporting: Eine neue Rechnungslegung über länderspezifische Wertschöpfung und Ertragsteuern?," Discussion Papers 2014/20, Free University Berlin, School of Business & Economics.
    9. Shi, Linda Hui & Smith, J. Brock & Zou, Shaoming & Han, Yuqing & Tan, Kang Frank, 2024. "The mediated and moderated effects of IEO on international performance: An investigation of emerging market SMEs," Journal of World Business, Elsevier, vol. 59(4).
    10. Bernhard Swoboda & Andrea Schlüter & Edith Olejnik & Dirk Morschett, 2012. "Does Centralising Global Account Management Activities in Response to International Retailers Pay Off?," Management International Review, Springer, vol. 52(5), pages 727-756, October.
    11. Jean, Ruey Jer Bryan & Kim, Daekwan & Choi, Kyuyeong, 2021. "Pattern of information technology use and relationship learning in international customer-supplier relationships," International Business Review, Elsevier, vol. 30(4).
    12. Joshua D. SHACKMAN, 2018. "Measurement Of National Culture: A Multiple Source Latent Variable Approach," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 2, pages 73-83, December.
    13. Shi, Linda Hui & Brandl, Kristin & Song, Jing & Zou, Shaoming, 2024. "Global account management: Knowledge resources and capabilities for relationship management," International Business Review, Elsevier, vol. 33(5).
    14. Ahmmed, Kawsar & Baten, Md Azizul & Hossain, Md Kamrul & Mohd Noor, Nor Azila, 2017. "Supplier capacity and key account management performance: a stochastic frontier analysis," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    15. Santistevan, Diana, 2022. "Boundary-spanning coordination: Insights into lateral collaboration and lateral alignment in multinational enterprises," Journal of World Business, Elsevier, vol. 57(3).
    16. Jean, Ruey-Jer “Bryan” & Sinkovics, Rudolf R. & Kim, Daekwan & Lew, Yong Kyu, 2015. "Drivers and performance implications of international key account management capability," International Business Review, Elsevier, vol. 24(4), pages 543-555.

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