This session will explore the key enablers and barriers in global account management (GAM), highlighting four crucial doctoral research findings that organizations should consider when structuring, implementing, or evaluating GAM partnerships, in terms of The Four C’s Model.

The Four C’s Model

1. Compatibility
2. Competency
3. Corporate governance
4. Commercial outcomes

These findings aim to spur audience discussion, as the speakers further delve into the characteristics of the “compatibility” component of GAM, which requires partnership, culture, relationship, and trust. Without necessary consideration of these characteristics, the likelihood of the global account underperforming or failing is high.

Key takeaways:

• GAM system development: Identify the findings from the conceptual model and sub-themes noted above and consider applying them when developing systems and processes that support global account management in practice.
• Develop compatibility: Outline the Four C’s Model with emphasis on the elements of the compatibility theme.
• Considerations for a buying organization: Understand the commercial implications of the findings presented and be able to evaluate current and future organizational models as a result.