Managing Global Customers; An Integrated Approach
<link people george-yip _blank>George S. Yip, Audrey J.M. Bink
George S. Yip is Professor of Global Strategy and Management and Dean of Rotterdam School of Management (RSM), Erasmus University
Book Description
Multinational companies need to manage their relationships with multinational customers with a globally integrated approach. This book provides a systematic framework for developing and implementing such global customer management programs. It draws on in-depth research at over 20 major U.S. and European multinational companies, such as ABB, Bechtel, BP, Bosch, British Airways, Carrefour, Daimler-Chrysler, Hewlett-Packard, HSBC, IBM, Schlumberger, Shell, Siemens, Tesco, Unilever, Vodafone, Wal-Mart, and Xerox. Readers will learn how to * think about managing global customers in the context of their overall global strategy * develop effective global customer management programs * overcome barriers to implementation and success * build better relationships with important customers * get the entire company to engage with managing global customers This book takes a strategic, total business, and not just sales approach to managing global customers. It also takes a customer as well as a supplier perspective. The book provides guidance on both strategy and implementation.Yip and Bink's Managing Global Customers takes a systematic and logic driven approach, yet provides many creative insights and practical advice. Managing Global Customers highlights the rewards of taking a step beyond global account management to create a Global Customer Management approach, integrating globally all aspects of the relationship between supplier and customer. The book gives a framework that guides international companies in using their relationships with global customers to their full potential.
Table of Contents
Preface;
PART I: FOUNDATION;
1. Managing Globally;
2. Exploiting Globalization Drivers and Potential;
3. Integrating GCM with Global Strategy and Organization;
4. Structuring the Global Customer Management Program;
PART II: KEY CHOICES;
5. Selecting and Managing Global Accounts;
6. Empowering Global Account Managers;
7. Building the Global Account Team;
PART III: SUPPORTING TOOLS;
8. Managing Knowledge;
9. Rewarding and Motivating the Team;
PART IV: PROCESS;
10. Developing For Ongoing Effectiveness;
11. Winning with Critical Success Factors;
PART V: CASE STUDIES
Other Books by George Yip
Yip’s book Total Global Strategy: Managing for Worldwide Competitive Advantage (Prentice Hall, 1992; 1995) was selected as one of the 30 best business books of 1992; has been published in ten languages, and updated as Total Global Strategy II (2003).
Other books include
Asian Advantage: Key Strategies for Winning in the Asia-Pacific Region (Addison Wesley/Perseus Books, 1998 and updated edition 2000)
Strategies for Central and Eastern Europe (Macmillan Business, 2000), and
Barriers to Entry: A Corporate Strategy Perspective .
More Information
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