The evolutionary stages of formal Global customer management (GCM) programs can be categorized to fall into one of the following: Pilot; Dead-End; Springboard, and Embedded. It takes a long time for a firm to become embedded and the driving forces behind the same are analyzed with reference to program scope and organizational commitment. The basic strategies for unlocking the GCM potential of a global firm are interrelated with the evolutionary stages. (16 refs.)
展开▼
