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1、国际商务案例研究的例子:InternationalBusinessCaseStudyExample----国际商务管理论文-->本文的第一部分讲述了全球帐户管理（GAM）应用的驱动性和施耐德采用这种解决方案的原因。第二部分讨论的问题是全球账号的成功实施策略。ThefirstpartofthepaperexhibitsthedriversofGlobalAccountManagement(GAM)andSchneider’sreasonstoapplythisapproach.Parttplementationofaglobalaccount.GAM的驱动原理可以
2、通过使用叶氏（1992）的框架全球化的驱动原理进行分析。在产业全球化的驱动因素占GAM的比重上，排名分别是：市场，成本和竞争力（斯通豪斯，坎贝尔，哈米尔，珀迪，2005;佚名2000年）。ThedriversofGAMcanbeanalysedbyusingYip’s(1992)framearket,costandpetitivedrivers(Stonehouse,Campbell,Hamill,Purdie,2005;Anonymous2000).Thestrongestdriveristheincreasingsignificanceofglobalcus
3、tomersandtheirglobalneeds.Theunderstandingandsatisfactionoftheglobalcustomerneedsiscrucialinordertobuildlong-termcustomerrelationshipsandtoavoidtheinroadofpetitors(Yip,Madsen,1996;Harvey,Myers,Novicevic,2003;Czinkota,Ronkainen,1997;adsen,1996;adsen,1996).Thestrategicmovesofkeyrivalsd
4、riveGAM.petitorsexploitglobalisationpotentialsandestablishglobalstrategies,e.g.GAM,errelationshipmanagementisthekeytopetitiveadvantage.Theyunderstandthatlong-termcustomerrelationshipsareonlyachievableifthepanycanconsistentlysatisfytheglobalcustomerneedsbydeliveringqualityandhighlycus
5、tomisedproducts.Theirapproachgoestosuchlength,thattheytrytoshifttoanufacturing.Thishighlycustomer-focusedapproachforcesSchneidertohaveadeepunderstandingofthecustomerneeds.GAMenablesSchneidertoersandhelpsSchneidertogetaglobalunderstandingofthetechnologyanddevelopmentneedsoftheircustom
6、ers.SchneiderusedGAMtoincreasetheexitbarriers(highsersaswellastheentrybarriersfortheirpetitors(Ano-->nymous2000;Yip,Madsen,1996;Kotler,Bro,Armstrong,2001).Thedevelopmentofindividual,teamandorganisationalpetenciesinregardtorelationshipmanagementisessentialforasuccessfulimplementationo
7、faglobalaccount.Theeffectivenessoftheglobalaccountisstronglylinkedanager’sskillsandpetenciese.g.cross-culturalmanagement,changemanagement,teammanagement,leadershipandakesurethattherightmanagersareinplaceandhastotrainandeducatethemregardingtherequirementsofGAM(Montgomery,Yip,2000;adse
8、n,1996;Anony
