By P. Kuchinka

ISBN-10: 0230511317

ISBN-13: 9780230511316

ISBN-10: 1349518484

ISBN-13: 9781349518487

This publication provides a brand new and functional segmentation method of be utilized in international purchaser administration within the kind of a scale through which to degree the extent of company globalization. this can be a software that might support businesses section their clients and permit them to evolve patron administration options whilst facing more and more worldwide buyers. This in flip is helping confirm the company's personal strategic place, thereby improving company functionality.

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Inward/outward direct foreign investment) Corporate level Operations: TSI, TASI, Sullivan index, etc. e. 4 34 Montgomery and Yip (2000) Swimme (1984) Morrison and Roth (1992) Nunnenkamp et al. (1994) Levitt (1983) Wilson et al. (2001) Birkinshaw, Toulan and Arnold (2001) Montgomery and Yip (2000) Wilson (1999) Kleinert et al. g. g. ) Global integration and centralization to realize the demand for global contracts, service, quality, prices, etc. Country-based sales organization, matrix arrangement or customer-focused organization (with rising level of globalization) The greater the transferability of corporate brand image worldwide, the easier the development of global reach 35 (Continued) Millman (1999) Montgomery and Yip (2000) Centralization Centralized purchasing decision making Global integration and centralization to realize the demand for global contracts, service, quality, prices, etc.

According to the functional point of view, GCM designates all activities required to handle global accounts in a worldwide coordinated way. The organizational level includes all persons and entities pursuing global account management functions as well as their integration into the corporate structure. GCM is concerned with marketing ‘segments of one’, that is, individual customers. What is not dealt with in this definition is the term ‘global customer’. What is a global customer and how can such an account be demarcated from international or multinational customers?

The considerations of other authors regarding single dimensions and characteristics have either been taken as supports for our argument, or deemed inappropriate for this research. The key dimensions (characteristics) from the different studies according to the author’s own systematization will be summarized later in the chapter. Measurement approaches The field of international business has a long tradition in trying to measure the degree of internationalization, but hardly any study could be found that deals explicitly with the measurement of the degree of corporate globalization.

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Levels of Corporate Globalization: Developing a Measurement Scale for Global Customer Management by P. Kuchinka


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