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Management International Review
Erschienen in: Management International Review 5/2012

01.10.2012 | Research Article

Does Centralising Global Account Management Activities in Response to International Retailers Pay Off?

verfasst von: Prof. Bernhard Swoboda, Dr. Andrea Schlüter, PhD. Cand. Edith Olejnik, Prof. Dirk Morschett

Erschienen in: Management International Review | Ausgabe 5/2012

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Abstract

  • This study provides insights into how manufacturers adopt their Global Account Management (GAM) activities in response to the increasing expansion of retailers. Specifically, we focus on the manufacturers’ central coordination of two types of GAM activities: strategic and tactical activities.
  • We analyse the manufacturers’ associations with international retailers and with GAM effectiveness and efficiency by using data from 172 manufacturers. Moreover, we consider the suppliers’ dependence on their key retail accounts to be an important moderator within the consumer goods sector.
  • In particular, manufacturers respond to the centralisation of the retailers’ purchasing activities by centralising strategic GAM activities, such as customer strategy, information processing, or price systems. Additionally, manufacturers respond even stronger by centralising tactical activities, such as category management, marketing, or logistics. Although the centralisation of strategic activities drives GAM effectiveness and efficiency, the centralisation of tactical activities does not. This finding might be explained by the specific context of manufacturer-retailer relations. Finally, we find that, although the decision to centralise GAM activities pays off, the benefits are contingent on the particular type of GAM activity and the level of customer dependency.
Vorheriger Artikel International Activities of Emerging Market Firms
Nächster Artikel Vance, C.M., Paik, Y., Managing a Global Workforce

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Metadaten
Titel
Does Centralising Global Account Management Activities in Response to International Retailers Pay Off?
verfasst von
Prof. Bernhard Swoboda
Dr. Andrea Schlüter
PhD. Cand. Edith Olejnik
Prof. Dirk Morschett
Publikationsdatum
01.10.2012
Verlag
SP Gabler Verlag
Erschienen in
Management International Review / Ausgabe 5/2012
Print ISSN: 0938-8249
Elektronische ISSN: 1861-8901
DOI
https://doi.org/10.1007/s11575-011-0118-8

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