Managing Global Customers: An Integrated Approach

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OUP Oxford, Sep 6, 2007 - Business & Economics - 288 pages
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. George Yip, author of the widely-praised Total Global Strategy, and Audrey Bink tackle in-depth one of the most important aspects of global strategy: How to manage global customers.

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List of Figures
Part IFoundation
1 Managing Globally
2Exploiting Globalization Drivers and Potential
3 Integrating GCM with Global Strategy and Organization
4 Structuring the Global Customer Management Programme
Part IIISupporting Tools
8 Managing Knowledge
9 Rewarding and Motivating the Team
Part IVProcess
10 Developing for Ongoing Effectiveness
11 Winning with Critical Success Factors
The Relationship
AppendixCase Studies

Part IIKey Choices
5 Selecting and Managing Global Accounts
6 Empowering Global Account Managers
7 Building the Global Account Team

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About the author (2007)

George Yip is Dean of RSM Erasmus University, the Netherlands. He wrote this book while he was Professor of Strategic and International Management at London Business School and Lead Senior Fellow of the U.K.'s Advanced Institute of Management Research. He was Vice President, Director of Research & Innovation, Capgemini Consulting, held the Chair of Marketing and Strategy at Cambridge University, and has also held faculty positions at Harvard Business School and UCLA, and visiting positions at China-Europe International Business School, Georgetown, Oxford, and Stanford. His book, Total Global Strategy: Managing for Worldwide Competitive Advantage (Prentice Hall, 1992) 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). Audrey Bink is Marketing and Communications at Delft University of Technology, the Netherlands. She previously held a research position at London Business School, with her work focusing on Global Customer-Supplier Management. As a product manager and market development manager, Audrey has also been active in global industrial marketing at DMV International, the ingredients division of dairy cooperative Campina. She holds an M.Sc. in Industrial Engineering and Management Science from Eindhoven University of Technology (The Netherlands).

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