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Global account management strategies: Drivers and outcomes


  • Linda Hui Shi

    (University of Victoria, Victoria, Canada)

  • J Chris White

    (Texas Christian University, Fort Worth, USA)

  • Shaoming Zou

    (University of Missouri, Columbia, USA)

  • S Tamer Cavusgil

    (Georgia State University, Atlanta, USA)


Global account management (GAM) has become a vital part of many multinational enterprises’ global marketing. Yet little is known about successful GAM strategies. In this study, we conceptualize GAM strategies, and develop and empirically test an integrated theoretical model that links GAM strategies to their drivers and outcomes. We find that: (1) global strategic priority and globalization are significant drivers of four GAM strategies – inter-country coordination, inter-organizational coordination, marketing activities standardization, and global integration; (2) inter-country and inter-organizational coordination have significant main effects on GAM performance, while global customer demand positively moderates the effects of marketing activities standardization and global integration on GAM performance; and (3) GAM performance significantly influences relationship continuity. We discuss the theoretical and managerial implications, and provide suggestions for future research.

Suggested Citation

  • Linda Hui Shi & J Chris White & Shaoming Zou & S Tamer Cavusgil, 2010. "Global account management strategies: Drivers and outcomes," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(4), pages 620-638, May.
  • Handle: RePEc:pal:jintbs:v:41:y:2010:i:4:p:620-638

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    Cited by:

    1. Hollender, Lina & Zapkau, Florian B. & Schwens, Christian, 2017. "SME foreign market entry mode choice and foreign venture performance: The moderating effect of international experience and product adaptation," International Business Review, Elsevier, vol. 26(2), pages 250-263.
    2. repec:spr:manint:v:51:y:2011:i:5:d:10.1007_s11575-011-0090-3 is not listed on IDEAS
    3. Evers, Andrea & Hundsdoerfer, Jochen, 2014. "Country-by-Country Reporting: Eine neue Rechnungslegung über länderspezifische Wertschöpfung und Ertragsteuern?," Discussion Papers 2014/20, Free University Berlin, School of Business & Economics.
    4. repec:spr:manint:v:51:y:2011:i:2:d:10.1007_s11575-011-0076-1 is not listed on IDEAS
    5. repec:spr:manint:v:52:y:2012:i:5:d:10.1007_s11575-011-0118-8 is not listed on IDEAS
    6. repec:ehu:cuader:24431 is not listed on IDEAS
    7. Jean, Ruey-Jer “Bryan” & Sinkovics, Rudolf R. & Kim, Daekwan & Lew, Yong Kyu, 2015. "Drivers and performance implications of international key account management capability," International Business Review, Elsevier, vol. 24(4), pages 543-555.

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