Global account management strategies: Drivers and outcomes

• 成果类型: Article
• 署名作者: Shi, Linda Hui; White, J. Chris; Zou, Shaoming; Cavusgil, S. Tamer
• 署名单位: University of Missouri System; University of Missouri Columbia; University of Victoria; Texas Christian University; University System of Georgia; Georgia State University
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/jibs.2009.26
• 发表日期: 2010
• 页码: 620-638
• 关键词: global account management; structural equation modeling; global marketing strategy theory; online survey

摘要

Global account management (GAM) has become a vital part of many multinational enterprises' global marketing. Yet little is known about successful GAM strategies. In this study, we conceptualize GAM strategies, and develop and empirically test an integrated theoretical model that links GAM strategies to their drivers and outcomes. We find that: (1) global strategic priority and globalization are significant drivers of four GAM strategies - inter-country coordination, inter-organizational coordination, marketing activities standardization, and global integration; (2) inter-country and inter-organizational coordination have significant main effects on GAM performance, while global customer demand positively moderates the effects of marketing activities standardization and global integration on GAM performance; and (3) GAM performance significantly influences relationship continuity. We discuss the theoretical and managerial implications, and provide suggestions for future research. Journal of International Business Studies (2010) 41, 620-638. doi:10.1057/jibs.2009.26