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Centring the client organisation in global account management practice: A phenomenological study

Forret, Mark

Authors

Mark Forret



Abstract

The aim of this research is to enhance practice and theory by exploring the key challenges and enablers within Global Account Management from the perspective of clients buying services from the outsourced service industry.

This qualitative phenomenological study explores some of the key enablers and barriers within Global Account Management today from the perspective of executives who procure such services. It contributes to an area of academic literature which is currently undeveloped, whilst concurrently guiding practice within the outsourced services industry through the development of a conceptual model.

This study explores the views and perspectives of 15 executive participants located across the UK, USA, Denmark, Germany and Australia, and considers the essential characteristics of Global Account Management, identified through rich in-depth interviews.

All interviews were recorded, transcribed and analysed using thematic analysis. Four key categories emerged – Compatibility, Competency, Corporate Governance and Commercial Outcomes – which encompassed 22 themes that a supplier organisation should consider when structuring and implementing Global Account Management.

This study contributes to both theory and practice. The evidence gathered and subsequent findings emphasise the importance of these four new key areas being present, as they are central to Global Account Management or those considering developing such accounts. Four essential characteristics were also consistently evident in the interviews, Partnership, Culture, Relationship and Trust, which come under the main Compatibility category. Without necessary consideration of these characteristics, the likelihood of the global account underperforming or failing is high. These findings and recommendations are presented within a conceptual model which is intended to guide best practice.

Thesis Type Thesis
Deposit Date Nov 3, 2022
Publicly Available Date Nov 3, 2022
DOI https://doi.org/10.17869/ENU.2022.2948119
Public URL http://researchrepository.napier.ac.uk/Output/2948119
Award Date Jul 8, 2022

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