Multinational companies need to manage their relationships with multinational customers in a globally integrated approach. This paper provides a systematic framework for developing and implementing such global customer management programmes. The paper is based on Chapter 1 of George S. Yip and Audrey Bink, Managing Global Customers: An Integrated Approach, Oxford University Press, 2007. The book takes a strategic, total business, and not just sales approach to managing global customers. It also takes a customer as well as a supplier perspective. The book provides guidance on both strategy and implementation. Lastly, the book takes a systematic and logic driven approach, yet provides many creative insights and practical advice. The primary supporting research is a study on global customer-supplier management with primary research conducted at 22 multinational companies, both global suppliers and global customers. This research involved personal interviews with over 60 senior executives, as well as a detailed multi-level survey completed by 27 executives. The authors obtained information on the way global customer-supplier relationship programmes can be implemented, the barriers that can be encountered and best practices that can lead to extra advantage.

Additional Metadata
Keywords global account management, global customers, global marketing
JEL Firm Behavior (jel D21), Firm Objectives, Organization, and Behavior: General (jel L20), Business Administration and Business Economics; Marketing; Accounting (jel M)
Publisher Erasmus Research Institute of Management
Sponsor Rotterdam School of Management (RSM) Erasmus University Rotterdam (EUR)
ISBN 978-90-5892-213-7
Persistent URL
Series ERIM Inaugural Address Series Research in Management
Yip, G.S. (2009, June 19). Managing Global Customers. ERIM Inaugural Address Series Research in Management. Erasmus Research Institute of Management. Retrieved from