Strategic management of sales as globalization increased:a study on global account management, strategy and drivers

Global Account Management (GAM) is a global strategic, relationship oriented and marketing management program. In today’s highly competitive business scenario GAM has become one of the most significant strategic alliance by many companies with their customers to have the competitive advantage over their counter-part. It is a systematically approached program specifically in sales for managing strategically important customers globally. It is an ongoing process since many years now for all the global companies even though the rate of success is not so fast. Globalization has got an important role here for GAM analysis where the supplier firm engages it-self in standardizing marketing programs. It coordinates worldwide activities and integrates competitive moves across country markets. Hence Shi et al. (2010: 626) suggests firms can increase the use of GAM strategies when faced with increasing globalization. This report reviews the scientific literature and empirical studies of many past researchers on GAM analysis, its drivers and strategy and concludes the importance of GAM for all global companies. The objective of the study was to understand how global account management and strategy helps in managing global customers. It is a case study. The research problem was approached with a careful research design, which consists of a theoretical part and an empirical part. The theoretical part of the study defines and clarifies the GAM analysis where an integrative theoretical model is drawn to describe GAM relationship between a global account customer and a focal supplier. The empirical part will explore along with literature reviews and provide a quantitative analysis to the research study. Through extensive literature reviews, case study and empirical interviews, the current study developed answers to the research question, “As globalization increasing, how global account management helps companies to manage customers globally?