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2007 | nr 9 | 2--8
Tytuł artykułu

Zarządzanie klientem globalnym - dobór menedżerów i czynniki sukcesu strategii

Warianty tytułu
Global Account Management - Selection of Managers and Strategy Success Factors
Języki publikacji
PL
Abstrakty
Powodzenie strategii zarządzania klientem globalnym jest uzależnione od różnych warunków, do których należy m.in. właściwa obsada stanowisk menedżerskich i odpowiednie umieszczenie personelu obsługującego GAM w strukturze firmy dostawcy oraz cały szereg innych czynników, począwszy od wiedzy dostawcy, po zmiany w otoczeniu makroekonomicznym. Czynniki te, ze szczególnym uwzględnieniem doboru menedżerów i czynników sukcesu strategii zostały zaprezentowane w artykule. (abstrakt oryginalny)
EN
The success of global account management strategy depends on many diverse factors. One of them is selection of global account managers. Due to the changes occurring in the marketing channels, selecting appropriate people whose competences allow them to handle these changes, is very important for success of GAM. At Robert Bosch GmbH only people with certain social and professional prerequisites are allowed to obtain the function of global account manager. They are assessed in terms of their social bonds with business partners, professional experience, managing abilities, intercultural skills, technical knowledge as well as knowledge of global business processes. Another global company - Siemens - has implemented special regulations for managers' occupation and company's information flow in order to improve its relations with global customers. Another key success factor of GAM strategy is the structure of global organisation. There are many decisions concerning organisation structure to be made to implement and develop the strategy effectively. In the article, 14 key decisions are presented, which should lead to the success of GAM strategy at Robert Bosch GmbH. These decisions about the GAM structure depends highly on the existing organisation structure of Bosch company, as well as of the customer' company structure, as it has to be aligned to his needs. Moreover, there are some functions and task of GAM strategy, which should ensure its success. These are: gathering of customer information, coordination of activities, and reconfiguration of resources at the supplier company. Researches presented in the article show, there are many different factors which influence strategy success of failure, e.g. customer satisfaction, customer knowledge of supplier company, social bonds between companies, innovation, investment in relationship both of the supplier and customer, changes in external environment, and quality of alternatives. The success of GAM strategy can be assessed by diverse market indices, e.g. customer satisfaction, customer value, cost reduction, and rentability increase. The Robert Bosch GmbH company adopted sales revenue, sales profit, sales goals achievement, and price change rate as GAM indices. The differences can be led back to the fact, that GAM at Bosch has already been implemented, and the indices will be changed as the advanced phases of GAM come, which in turn will help improve the strategy. (original abstract)
Rocznik
Numer
Strony
2--8
Opis fizyczny
Bibliografia
  • A. Węcławik, I. Kowalik, Wdrożenie i struktura organizacyjna zarządzania klientem globalnym na przykładzie firmy Bosch Automotive Technology. "Gospodarka Materiałowa i Logistyka" 2007, nr 8.
  • M. Harvey, M.M. Novicevic, Selecting Marketing Managers to Effectively Control Global Channels of Distribution. "International Marketing Review" 2002, Vol. 19, No. 5, s. 529.
  • T. Millman, K. Wilson, From Key Account Selling to Key Account Management. "Journal of Marketing Practice: Applied Marketing Science", MCB University Press, 1995, Vol. 1, No. 1, s. 17.
  • J. Birkinshaw, Global Account Management: New Structures, New Tasks. "FT Mastering Management" 2001, s. 4-5.
  • H.D. Hennessey, Discovering the Hidden Values in Global Account Management. Babson College 2001-2005, s. 3.
  • Ch. Senn, The Executive Growth Factor: How Siemens Invigorated Its Customer Relationships. "Journal of Business Strategy" 2006, Vol. 27, No. 1, s. 27-34.
  • S. Hollensen, Global Marketing. A Market-Responsive Approach. Prentice Hall, Harlow 2004, s. 358-362.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171455237

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