Managing Global Accounts

Managing Global Accounts Will Help You Address The Issues Of Dealing With Global CustomersAs Globalization Takes Hold Several Things Happen, Customers Are More Demanding And Sophisticated, Competition Gets Tougher, Business Is More Complex And Fast Changing, And Highly Competent Global Account Managers Are In Short SupplyThe Managerial Challenges Of Competing In AGlobal World Are More Difficult In Orders Of Magnitude Than Competing DomesticallyLife Is Especially Tough When The Corporation Is Not Centrally Focused On The Global Customer When Corporate Personnel Across Functions And Around The World Do Not Get It.to Get It Means Understanding At AVisceral Level That Success Or Failure With Global Customers Maybe Synonymous With Success Or Failure Of The Entire EnterpriseUnless All Employees Are Focused In The Firms Relationship With Its Global Customers, Competitors That Do Get It Will Surpass ThemIndeed, Competitive Advantage Based On Building Global Supplier Customer Relationships May Be Longerlasting Than Competitive Advantage Based On Products Or ServicesCompanies Cancel Products But They Less Easily Cancel People, Especially Those That Have Served Them WellBut The Promise Of Longrun Sustainable Competitive Advantage Can Be Secured Only If The Firm Truly Focuses In Serving The Global CustomerNo Matter Where They Are Located, All Firm Employees Must Understand They Are Competing In AGlobal World And That Success With Global Customers Is The Holy GrailThey Must Throw Off The Shackles Of Ethnocentrism And Nationalism Acquired In Their Youths, And Embrace The Global ChallengeNot Only Should They Defend Their Turf Against Global Competitors But They Must Do What They Can To Make Their Global Customers SucceedIn Pursuing This Goal, They May Develop AGlobal Account Management System That In Itself Becomes ACompetitive Advantage.
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