Managing Global Customers

An Integrated Approach

George S. Yip and Audrey J.M. Bink

George Yip and Audrey Bink present key lessons for practitioners from their research and experience in multinational company operation and strategy
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.
Text boxes provide real-life examples throughout
A separate appendix provides lengthier case studies

Managing Global Customers

An Integrated Approach

George S. Yip and Audrey J.M. Bink

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.

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.

Managing Global Customers

An Integrated Approach

George S. Yip and Audrey J.M. Bink

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

Managing Global Customers

An Integrated Approach

George S. Yip and Audrey J.M. Bink

Author Information

George S. Yip, Dean, RSM Erasmus University, The Netherlands, and Audrey J.M. Bink, Marketing and Communications manager, Delft University of Technology, the Netherlands

Managing Global Customers

An Integrated Approach

George S. Yip and Audrey J.M. Bink

Reviews and Awards

Managing Global Customers provides a most comprehensive and insightful guide to this very important subject to businesses today. I recommend that every executive involved in international business read this book. - Alan Nonnenberg, Founder and former Director of Global Accounts Program, Hewlett-Packard Co.

No one has studied both the theory and the practice of global customer management more thoroughly than George Yip. This book provides a wealth of learning on a critical requirement in today's global marketplace. I only wish I had been able to read it earlier in my career. - David Butter, Senior Vice President, Young and Rubicam Brands

Managing Global Customers provides a rigorous framework for tackling this critical subject. This book is highly relevant to marketing professionals, researchers and students. - John A. Quelch, Lincoln Filene Professor of Business Administration, Harvard Business School

Yip and Bink debunk past thinking of global client management as some kind of programme or initiative. What they offer (that's new) is a holistic perspective on Global Customer Management as both strategy and organisational culture combined - quite simply they have produced a comprehensive reference piece that summarises how some of the most effective institutions succeed with their global clients by behaving in a fully integrated manner across the entire organisation. - David Bowerin, Managing Director, Citigroup Markets and Banking

In Managing Global Customers George Yip and Audrey Bink combine academic rigor and intellectual clarity with practical orientation, guidance and applicability: A must-have for everyone actively involved in global customer management. - Andre W. Guyer, Head of Global Business Process Transformation, Zurich Insurance Company