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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/2188
Title: Customer centricity – A recommendation for the implementation of global account management using the example of ARNOLD Group
Authors: Franzisca Joana Götz 
Keywords: Global account management;Matrix organization resource allocation;Customer selection scorecard
Issue Date: 2024
Abstract: 
The implementation of Global Account Management (GAM) provides companies with the opportunity to enhance customer-centricity and secure a competitive advantage by effectively allocating both tangible and intangible resources to their key global clients. However, GAM is a highly complex construct that demands a rigorous evaluation of various success factors prior to execution.

This research proposes a strategic recommendation for the ARNOLD Group, derived from a state-of-the-art literature review, internal and external expert interviews, a benchmark analysis, and internal workshops. The findings indicate that thirteen specific requirements must be fulfilled to ensure effective implementatio
URI(1): https://epub.vgu.edu.vn/handle/dlibvgu/2188
Rights: Attribution-NonCommercial 4.0 International
Appears in Collections:MBA
MBA

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