The Challenge of Global Customer Management

George S. Yip and David B. Montgomery
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George S. Yip: U of Camgridge
David B. Montgomery: Stanford U

Research Papers from Stanford University, Graduate School of Business

Abstract: Global Account Management is a new process by which multinational companies can better manage their relationships with global customers. This article provides a framework and methodology that managers can use to diagnose whether and how to use global account management. We also report on evidence from a study of 191 senior executives on major multinational companies.

Date: 2000-01
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