VGU RESEARCH REPOSITORY
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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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| File | Description | Size | Format | Existing users please Login |
|---|---|---|---|---|
| Customer centricity – A recommendation for the implementation of global account management using the example of ARNOLD Group.pdf | 10.8 MB | Adobe PDF |
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