Download e-book for kindle: Global Account Management: Creating Value by H. David Hennessey, Jean-Pierre Jeannet

By H. David Hennessey, Jean-Pierre Jeannet

ISBN-10: 0470848928

ISBN-13: 9780470848920

ISBN-10: 0470871415

ISBN-13: 9780470871416

If you purchase a brand new BMW you can be stunned as a lot via the owner's handbook as by means of the automobile itself. skinny, customized, and containing info simply at the good points you have got chosen within the language you communicate, it's the results of a year's collaboration with Xerox that has appreciably more desirable the product and decimated charges. it is only one instance of the recent organizational constructions and techniques being built at major businesses to serve the worldwide market. As companies become aware of that facing international shoppers isn't really easily an extension of key account administration, their commonest reaction is to release a proper worldwide account administration initiative. performed good this can be strong and potent; despite the fact that with out right making plans it might spell catastrophe. Drawing on extensively permitted 'key good fortune components' for worldwide account administration in addition to new components printed by means of their learn, David Hennessy and Jean-Pierre Jeannet redefine the method international account administration round the premise that sustainable worth springs in simple terms from knowledgeable figuring out of the customer's undefined, its constitution and its technique. The publication covers all severe features of the subject (the making plans strategy, account choice, workforce development, government aid, worldwide IT standards, reimbursement constructions and extra) and attracts on interviews with most sensible worldwide account managers at prime businesses together with IBM, Cable and instant, Siemens, HP, Guinness, Cisco, and Procter & Gamble.

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Sample text

The industry view was based on gaining insights from analysing an entire industry, and was viewed as a departure from traditional competitive analysis (Kotler, 2002). The main proponent of industry-based competitive analysis was Porter, who published two seminal books, Competitive Strategy and Competitive Advantage. The focus of the analysis became an entire industry, including all relevant participants, both upstream and downstream, for a given set of industry competitors. The analysis called for a much more comprehensive view and included several types of industry participants that were not part of the traditional competitive analysis (Porter, 1980).

Once su⁄cient volume has been achieved, companies consider setting up local operations, including manufacturing, marketing, sales and sometimes R&D, to exploit the opportunities in that country in the best way. Companies such as Unilever and Nestle¤ expanded in many di¡erent geographic areas. Over time while serving many smaller markets, companies began to pursue the idea of o¡ering the same product to multiple countries. This of course gave them economies of scale and manufacturing, which reduced manufacturing costs and gave the company a competitive advantage.

Once su⁄cient volume has been achieved, companies consider setting up local operations, including manufacturing, marketing, sales and sometimes R&D, to exploit the opportunities in that country in the best way. Companies such as Unilever and Nestle¤ expanded in many di¡erent geographic areas. Over time while serving many smaller markets, companies began to pursue the idea of o¡ering the same product to multiple countries. This of course gave them economies of scale and manufacturing, which reduced manufacturing costs and gave the company a competitive advantage.

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Global Account Management: Creating Value by H. David Hennessey, Jean-Pierre Jeannet


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