Customer centricity – A recommendation for the implementation of global account management using the example of ARNOLD Group

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