Explaining Supplier Behavior On Global Account Management
- Topics:
- Global Strategy
- Tags:
- Account Management,
- Channel Management,
- Globalization,
- Management,
- Marketing,
- Strategy,
- Supplier
- Source:
- Stanford Knowledgebase
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Overview: Using globalization and contingency theory, this article develops a supplier-based model of global account management (GAM). The model comprises the multinational supplier’s industry globalization drivers, the multinational customers’ extent of globally coordinated buying, such customers’ demand for GAM services, the supplier’s response in terms of using various aspects of GAM, and resulting possible improvement in the supplier’s performance. The article develops six hypotheses linking these variables. Data on various aspects of these variables were collected in a survey of 191 executives in multinational companies. Two related models are estimated from these data using a structural equations method. The results support the argument that the supplier’s industry globalization drivers play a key role in affecting customers’ demand for GAM services, and that supplier’s implementation of GAM leads to significant performance improvements.
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Format: PDF | Size: 133KB | Date: Oct 2002 | Pages: 41
