By George S. Yip

Multinational businesses have to deal with their relationships with multinational consumers with a globally built-in technique. This publication presents a scientific framework for constructing and enforcing such worldwide buyer administration courses. It attracts on in-depth learn at over 20 significant U.S. and ecu multinational businesses, similar to ABB, Bechtel, BP, Bosch, British airlines, Carrefour, Daimler-Chrysler, Hewlett-Packard, HSBC, IBM, Schlumberger, Shell, Siemens, Tesco, Unilever, Vodafone, Wal-Mart, and Xerox. Readers will how to В· take into consideration dealing with worldwide clients within the context in their total worldwide procedure В· improve powerful worldwide purchaser administration courses В· conquer boundaries to implementation and luck В· construct higher relationships with vital buyers В· get the full corporation to interact with coping with worldwide consumers This publication takes a strategic, overall company, and never simply revenues method of coping with international consumers. It additionally takes a purchaser in addition to a provider standpoint. The e-book offers assistance on either procedure and implementation. Yip and Bink's handling worldwide clients takes a scientific and good judgment pushed process, but presents many artistic insights and functional recommendation. Managing international Customers highlights the rewards of taking a step past international account administration to create a world client administration method, integrating globally all points of the connection among provider and patron. The publication provides a framework that publications foreign businesses in utilizing their relationships with worldwide clients to their complete capability. George Yip, writer of the widely-praised Total international Strategy, and Audrey Bink take on in-depth probably the most vital points of world procedure: the way to deal with worldwide shoppers.

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In particular, suppliers can exploit economies of scale from combining similar customer requirements across the world, and spreading their delivery and operational costs across more customers. Even when only one customer is involved, a supplier can gain from better global utilization. As a global account of Xerox, Siemens wants the former to deliver a global interface, consistent systems, consistent products, consistent quality, a single level of global escalation and standardized logistics. Delivering this level of global consistency and standardization requires significant investment on the part of Xerox.

L. Madsen (1997) ‘Hewlett-Packard (A): The Global Sales Problem’ and J. K. Johansson (1997) ‘Hewlett-Packard (B): The Global Account Solution’, Global Marketing. New York: Irwin, pp. 684–91; Jose de la Torre, Yves Doz and Tim Devinney (2001) ‘Hewlett-Packard (A)’, Managing the Global Corporation: Cases in Strategy and Management. Maidenhead: McGraw-Hill, pp. 364–74. 26 2 Exploiting Globalization Drivers and Potential Global industries are not born. They are created by global companies. The rewards of globalization go to the first movers.

See Angela Andal-Ancion, under the direction of George S. Yip (2004b) ‘Star Alliance (B): A Global Customer’, European Case Clearing House, No. 504-128-1; and also G. S. Yip and T. L. Madsen (1997) ‘Hewlett-Packard (A): The Global Sales Problem’ and J. K. Johansson (1997) ‘Hewlett-Packard (B): The Global Account Solution’, Global Marketing. New York: Irwin, pp. 684–91; Jose de la Torre, Yves Doz and Tim Devinney (2001) ‘Hewlett-Packard (A)’, Managing the Global Corporation: Cases in Strategy and Management.

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