-

(1)
GAM (2)
GAM
(3)
(4)
(5)
GAM

An Exploratory Study of Global Account Management

The Case of Foreign subsidiaries in Taiwan
Abstract

With the coming of globalization, the vendors of multinational companies are offering
global accounts with integrated services and products by serving as a team, and coordinating
worldwide activities to strengthen relationships with global account. The current studies of
global account management are mostly about based on the perspective of headquarters of
western companies, with few studies discussed the process of how their foreign subsidiaries
implementing global customer management. In this exploratory study, we used case study
approach to explore how global account management operated by foreign subsidiaries in in
Taiwan, and compared our findings with existing literature.

Our study showed following findings: (1) Global account will participate GAM to gain a
long-term relationship with suppliers; (2) the needs of GAM from global account are
integration of global resource for uniform prices and standardization of product and service;
(3) suppliers consider current and future revenue potential as the standard to choose global
account; (4) when suppliers selecting the global account, signing contract and development of
GAM strategy, its mostly dominated by headquarters and executive by overseas subsidiary;
(5) maintaining relationships with customers to collect customer information and market
intelligence by overseas subsidiary is beneficial to supplier implementing GAM. This
research provides new insights about GAM and further discussions and implications are
discussed in the end of the thesis.

Key word: global account management, case study, exploratory study, foreign
subsidiaries

ii

................................................................................................................................. i
Abstract ................................................................................................................................... ii
.................................................................................................................................................... iii

.................................................................................................................................... v
.................................................................................................................................... v
........................................................................................................................................... 1

1.1 ......................................................................................................................... 1
1.2 ......................................................................................................................... 2
1.3 ............................................................................................................. 3
................................................................................................................................... 4

2.1 ......................................................................................................... 4
2.2 GAM .................................................................................................. 5
2.3 GAM .............................................................................................. 6
2.4 GAM .......................................................................................... 8
2.5 GAM ....................................................................................................... 11
2.6 GAM ............................................................................................................... 15
2.7 GAM ....................................................................................................... 19
2.8 GAM ............................................................................................ 21
..................................................................................................................................27

3.1 ................................................................................................................... 27
3.2 ....................................................................................................................... 27
3.3 ....................................................................................................................... 28
3.4 ....................................................................................................................... 30
..................................................................................................................................32

4.1 A ........................................................................................................ 32
iii

4.2 B ........................................................................................................ 39
..........................................................................................................................................43
..........................................................................................................................................49

6.1 ....................................................................................................................... 49
6.2 ........................................................................................... 50
................................................................................................................................................52
..............................................................................................................................55
A ......................................................................................................................56
B ......................................................................................................................59

iv

1 .......................................................................................................... 29
2 ..................................................................................................................31

1 ........................................................................................... 19
2 GAM .............................................................................................. 23
3 GAM ............................................................................................... 24
4 GAM ............................................................................................... 26
5 ....................................................................................................................... 28
6A ................................................................................................... 33
7A ....................................................................................... 35
8A ............................................................................... 38
9B ................................................................................................... 39
10B ................................................................................................................. 41
11 ..................................................... 48

1.1

(Association of Southeast Asian Nations, ASEAN)(North

American Free Trade Agreement, NAFTA)

(Gronross, 1994 Gummensson, 1996 Gomes-Casseres, 1996)

(Multinational company)

(Yip & Bink, 2007)

(Global Account
Management; GAM)
(Montgomery, Yip, Villalonga, 1999)

(Yip & Bink, 2007)

IBM Xerox
1

(Yip & Bink, 2007)

1.2

(Toulan, Birkinshaw and Arnold, 2007)

Xerox 1988 GAM 25
GAM(Global Account Management)Yip and Madsen (1996)
1996 GAM
(, 2009)(Key Account Management)
(, 2010) GAM
GAM
GAM (Yip &
Bink, 2007Birkinshaw, Toulan and Arnold, 2001 Wilson & Weilbaker, 2004)
GAM

GAM

1.3

GAM
GAM
GAM GAM GAM
GAM GAM
GAM GAM

2.1

National Account Management

(Yip &
Madsen, 1996)

(Montgomery et al., 1999)

GAM

GAM
(Birkinshaw, Toulan and Arnold, 2001)
Yip & Bink (2007) GAM

(Wilson & Weilbaker, 2004)

GAM
GAM

(Harvey, Novicevic and Myers, 2002)

2.2 GAM

GAM
GAM

1.
GAM

(Yip and Madsen, 1996; Arnold, Birkinshaw and

Toulan., 2000)
(Ancona and Caldwell, 1992;
McDonald et al., 1997)

(Yip & Bink, 2007)

(Dyer, 1996)

2.

(Harvey et al. 2002)

(Montgomery and Yip, 1999)
(Harvey et al. 2002)

3.
GAM
GAM
GAM

GAM
GAM (Arnold et al. 2001)

2.3 GAM

GAM (Nahapiet 1994, Millman 1996, Yip and Mdsen,

1996)

1.
Mannesmann

Mannesmann GAM
Mannesmann
Mannesmann
(Senn and Arnold, 1999)
2.

()
()

(Siemens) A A
Siemens MGM (Material group manager)MGM
A A
(Yip & Bink, 2007)
3.

4.

GAM

(Xerox)Xerox Xerox
(Yip and Bink, 2007)

2.4 GAM

Wilson & Weilbaker (2004)

GAM

(Harvey, 2002)

GAM (Milliman,
1994, Yip and Madsen, 1996)

Yip and Bink (2007) 5%

10%
25%
GAM
GAM
GAM

GAM
(Unilever)
IBM Xerox
GAM
Yip and Bink (2007) GAM Kraft

Kraft GAM GAM

GAM
1.

(Yip and Bink2007)

(Royal Dutch Shell)Tyco (Siemens)

2.

(Wilson & Weilbaker, 2004)

GAM

GAM GAM
GAM
GAMYip and Bink(2007) GAM

3.

GAM Shell

Xerox Siemens 2001

Xerox 25%

4.
(Yip and Bink,
2007)

Xerox
office solution

5.
Yip and Bink (2007) Bosh

10

6.
Yip and Bink(2007)Schneider Electric
Schneider

GAM

GAM
GAM
GAM

2.5 GAM

GAM Global account(

GA) GA
GAM GAM
(Yip & Bink, 2007)
GAM

(Harvey, Novicevic, Hench and Myers, 2003)

(Yip & Bink, 2007)

GA
GA

11

GA
GA
IBM
(Yip & Madsen, 1996)
GAM GAM
GAM

1. (Global Account Manager)

(Yip & Bink, 2007)

2. (Local Account Manager) GAM
GAM
GAM Xerox GAM
300 Doushare 300
GAM
(Yip & Madsen, 1996)

Wunderman
WPP
(local manager)
(international manager)(Yip &
Bink, 2007)
12

3. GAM
GAM
GAM

Shell -Wartslia Shell

R&D GAM (Birkinshaw and
Terjensen, 2002)
4. (executive sponsor)
GAM
GAM
GAM GA
GAM
GAM
(Yip & Bink, 2007)
5. GAM
GAM
(newsletter)
GAM

(Yip & Bink,

2007)
GAM
GA
GA
13

GAM
GAM

GAM

GAM
GA

GAM
GAM SAP
(Yip & Bink,
2007)
GAM
GA

Wal-Mart GAM
200 GA -

GA (Gladstein, 1984)

14

2.6 GAM

GAM GAM
GAM

GAM

CEO
(Yip & Bink, 2007)
GAM

Shell GAM

(Yip & Madsen, 1996)

GAM GAM

(Yip & Bink, 2007)DMV KAT (Key

account Team)

15

GROW( GA GROW Goal,

Role, Opportunities, Workplan )Shell 50

(Yip & Bink, 2007)

GAM

()
(Kohli & Jaworski, 1990)
GAM

sale lead(Reese, Speare and Wilson,2002)

GAM

16

SN Brussels
SN Brussels

3M IBM 3M
IBM
3M IBM
IBM (Sperry, 2000)
GAM
GAM GAM
GAM

GAM

HP GAM HP
GAM

(Yip & Bink, 2007)

GA

17

(Yip & Madsen, 1996)

GAM

GAM

GAM

GAM (Reese et al., 2002)

18

Yip & Bink (2007)

Yip & Bink (2007)

()

2.7 GAM

Yip(2007) GAM
19

GAM

(Yip & Bink, 2007)

()

enterprise resource planning (ERP)

customer relationship management (CRM)
ERP

CRM

CRM
CRM

Web
20

Xerox

web-portal
(Yip & Bink, 2007)
DMV RaderRader

GA
Grow GA
Xerox
Sibel
(Yip & Bink,
2007)

2.8 GAM

(Birkinshaw, 2001; Doz, Santos, & Williamson, 2001; Jarillo &Martinez,1995)

(Birkinshaw, 2000;

21

Jarillo &Martinez,1995) GAM

Yip and Bink (2007) GAM
/ GAM

1. GAM
GAM

GAM (Yip and Bink, 2007 )

GAM

GA

(Yip and Bink, 2007 )

GAM

GA GA
22

GAM

GAM
GAM

2 GAM

Yip & Bink (2007)

2.

GAM
GAM

GAM
GAM IBM GAMIBM

IBM 10 GAM
(Yip & Madsen, 1996)
GAM

23

IBM GAM

(Yip & Madsen, 1996)

GAM

GAM

3 GAM

24

Yip & Bink (2007)

3. GAM
GAM
GAM
GA Shell
GAM
Shell
(
)()
Shell

(Yip and Bink, 2007 )

GAM

Shell
(Yip and Bink, 2007 )
GAM GAM

GAM

GAM
GAM
25

4 GAM

Yip & Bink (2007)

GAM

26

3.1

Yin (2009)

(how)(why)

Yin (2009)

Yin (2009)

3.2

(Yin, 2009)

27

3.3

GAM
GAM
GAM
GAM
SAMA(Strategic Account Management Association )
SAMA
8000
85
28

30
2 A

40 A B
32 90
20

20
GAM
(Yin,
2009)

2014/01/14

14

2014/02/11

12

29

3.4

Yin (2009)
(documentation)(archival records)(interviews)(direct
observations)(participant observations)(physical artifacts)

(Triangulation)
(Yin, 2009)

30

2
2
1.

2.

GAM

3.

GAM ?
GAM ?

4.

GAM ? ?

5.

GAM GAM
GAM GAM ?

6.

GAM ?

7.

GAM ()
()?
??

31

4.1 A
A
1969 1972

1970
1973

A 6 280
200 A
15 20
16
(
)
A A

A
32

6A

()

A
GAM
A
GAM GAM A
A
A
A
A
GAM
GAM A
33

GAM A

1.

2.

3.

4. A

5. A

A
34

()

7A

35

A
A
A
A

(pre-alert)
A

GAM

36

KPI(Key Performance
Indicator)

A
A

A ( 8)
A

37

8A

38

4.2 B

1920
1955
1960 1974
1990
1989 20

800
5 B

9B

B
39

B B
B

B
B

B B

A A

40

10B

B
B

B
()

41

42

A B
GAM GAM
GAM GAM

GAM
A
A
(Yip and Madsen, 1996; Arnold, Birkinshaw and Toulan., 2001)

1
GAM

43

A B
AB
A A

(Nahapiet 1994, Millman 1996, Yip and Mdsen,

1996)A GAM
GAM A (Yip & Bink,
2007) B
B
B B

2 GAM

B B

Yip and
Bink(2007)

44

A B

GAM A

A A

A
GAM

Yip & Bink(2007) GAM

A
B

B B

45

A
B
A
B

GAM
(Reese et al., 2002)A

GAM
A
GAM

46

5
GAM

(Yip & Bink, 2007) A A

( 11)(Yip & Bink, 2007)

A B ()

47

11
(A)

(B)

Yip & Bink (2007)

Yip & Bink ( 2007) GAM

B
A

48

6.1

GAM GAM

GAM
(Yip and Madsen, 1996; Arnold, Birkinshaw and Toulan., 2001)
GAM

(Nahapiet 1994, Millman 1996, Yip and Mdsen, 1996) GAM

Reese, Speare & Wilson (2002

49

GAM GAM
(Reese, Speare and Wilson,2002)

GAM
()

(Yip & Bink, 2007) GAM

(Wilson &
Weilbaker,2004)(Yip & Bink2007)
GAM
GAM

GAM
GAM

6.2

GAM

(Yin, 1994)

50

GAM
GAM

GAM
GAM

51

1.

98

2.

Ancona, D. G., & Caldwell, D. F. (1992). Demography and design: Predictors of new
product team performance. Organization Science, 3(3), 321-341.

3.

Benjamin Gomes-Casseres. (1996). The alliance revolution: The new shape of business
rivalry. Harvard University Press, Cambridge, MA.

4.

Birkinshaw, J. M., & Morrison, A. J. (1995). Configurations of strategy and structure in

subsidiaries of multinational corporations. Journal of International Business Studies,
729-753.

5.

Birkinshaw, J., & Terjesen, S. A. (2003). The customer-focused multinational: revisiting

the Stopford & Wells model in an era of global customers. The Future of the
Multinational Company, 115-127.

6.

Birkinshaw, J., Toulan, O., & Arnold, D. (2001). Global account management in
multinational corporations: Theory and evidence. Journal of International Business
Studies, 32(2), 231-248.

7.

Doz, Y. L., Santos, J., & Williamson, P. (2001). From global to metanational: How
companies win in the knowledge economy. Harvard Business Press, Boston, MA.

8.

Dyer, J. H. (1996). Specialized supplier networks as a source of competitive advantage:

evidence from the auto industry. Strategic Management Journal, 17(4), 271-291.

9.

Gladstein, D. L. (1984). Groups in context: A model of task group effectiveness.

Administrative Science Quarterly, 29(4), 499-517.

10. Gronroos, C. (1994). From marketing mix to relationship marketing: Towards a

paradigm shift in marketing. Asia-Australia Marketing Journal, 2(1), 4-20.
52

11. Gummesson, E. (1996). Relationship marketing and imaginary organizations: a synthesis.

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account management. Marketing Science Institute.
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paper presented at the 14th Annual Conference of the Strategic Management Society,
Jouy en Josas, France, September
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53

22. Wilson, K., Speare, N., & Reese, S. J. (2002). Successful global account management:
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relationship marketing. International Marketing Review, 13(3), 24-42.

54

(global account management GAM)

50

:E-Mail: fatuusman@gmail.com, Mobil: 0937637093

Mobil:0960780670

1.
2.
3.
4.
5.
6.
7.

GAM

GAM ?
GAM ?
GAM ? ?
GAM GAM
GAM GAM ?
GAM ?
GAM ()
()?
??

(Global Account ManagementGAM)

GAM

55

A
1.

2.

GAM

?
()

3.

GAM ?

GAM ?

4.

GAM ?
GAM GAM A

56

GAM

5.

GAM GAM

GAM GAM
1.:

2.:

3.:

4.
6.

GAM

A
(:)

57

7.

GAM ()

()?
?

58

B
1.

SOP

2.

GAM

3.

GAM ?

GAM

4.

GAM ?

59

5.

GAM GAM

GAM GAM

800 5

6.

GAM
B B

60