Managing Global Accounts

by Noel Capon

Overview

Managing Global Accounts will help you address the issues of dealing with global customers. As globalization takes hold several things happen; customers are more demanding and sophisticated, competition gets tougher, business is more complex and fast changing, and highly competent global account managers are in short supply. The managerial challenges of competing in a global world are more difficult in orders of magnitude than competing domestically. Life is especially tough when the corporation is not centrally focused on the global customer when corporate personnel across functions and around the world do not get it.

To get it means understanding at a visceral level that success or failure with global customers maybe synonymous with success or failure of the entire enterprise. Unless all employees are focused in the firms relationship with its global customers, competitors that do get it will surpass them. Indeed, competitive advantage based on building global supplier customer relationships may be longer-lasting than competitive advantage based on products or services. Companies cancel products but they less easily cancel people, especially those that have served them well. But the promise of long-run sustainable competitive advantage can be secured only if the firm truly focuses in serving the global customer. No matter where they are located, all firm employees must understand they are competing in a global world and that success with global customers is the Holy Grail. They must throw off the shackles of ethno-centrism and nationalism acquired in their youths, and embrace the global challenge. Not only should they defend their turf against global competitors but they must do what they can to make their global customers succeed. In pursuing this goal, they may develop a global account management system that in itself becomes a competitive advantage.

Product Details

ISBN-13:	9780979734434
Publisher:	Wessex, Inc.
Publication date:	06/28/2008
Edition description:	WESSEX INC
Pages:	256
Product dimensions:	5.90(w) x 8.90(h) x 0.60(d)

About the Author

Noel Capon is R. C. Kopf Professor of International Marketing and past Chair of the Marketing
Division, Graduate School of
Business, Columbia University.
Educated primarily in Great
Britain, Professor Capon earned
B.Sc., Ph.D. degrees in Chemistry from University
College, London University. He also received degrees in Business Administration from Manchester (Dip.
BA), Harvard (MBA), Columbia Business Schools
(Ph.D.).
Professor Capon joined the Columbia Business
School faculty in 1979. Previously he served on the faculty of and received tenure from the University of California - Graduate School of Management,
UCLA. He has taught and/or held faculty positions at Harvard Business School; Australia - Monash
University; England - Bradford Management
Centre, London Business School, Manchester
Business School; France - INSEAD; Hong Kong -
Hong Kong University of Science and Technology
(HKUST); China - China European International
Business School (CEIBS - Shanghai); India -
Indian School of Business (ISB - Hyderabad);
Mexico - TEC Monterrey.
Professor Capon has published more than 60 refereed articles and book chapters and is editor for sections on Marketing, and Sales Management and Distribution,
in the AMA Management Handbook (1994). He has published more than 30 books plus three video books (see Also by Noel Capon - opposite).
Professor Capon teaches on Columbia's full-time
MBA and Executive MBA (EMBA) programs and its partner program with Hong Kong University,
London Business School. He is a pioneer in developing video teaching materials and teaching via the flipped classroom. Professor Capon was Founding
Director of Managing Strategic Accounts and the
Global Account Manager Certification program in conjunction with St. Gallen University (Switzerland).
He is a director of the Strategic Account
Management Association (SAMA). He founded the
Advanced Marketing Management Program in conjunction with CEIBS. Professor Capon also designs,
directs, and teaches in numerous custom programs for major corporations globally. In 2001, Professor
Capon cofounded The Chief Sales Executive Forum,
offering multiple educational opportunities for sales and account management leaders. Capon is Chair of
Wessex Press, Comply First, and the venture capital firm Lunacap Ventures.