Purpose

This study aims to investigate the cultural factors that influence global account management (GAM) in the context of Indian buyers and German suppliers from a wide perspective.

Design/methodology/approach

After conducting a critical literature review on key account management (KAM), GAM and organizational culture, the authors conducted an exploratory case study with 23 global account managers (GA managers) who work for German-based multinational companies and manage global accounts from India. The results of a qualitative data analysis are demonstrated using consensus and template methods.

Findings

The findings of this study indicate that language, communication, the concept of time, conflict avoidance, organizational structure, decision-making, trust and relationship are among the cultural factors that can influence GAM in a German and Indian context.

Research limitations/implications

Given the substantial cultural disparities between Northern India and Southern India, it is especially difficult to generalize cultural factors in GAM. On the other hand, these factors can be used as a prerequisite for the development of cultural dimensions when collaborating with individuals and organizations from diverse cultures.

Practical implications

This research is essential for global sales managers, GA managers and executives who intend to collaborate with Indian buyers or suppliers.

Originality/value

Prior business-to-business marketing literature on KAM and GAM has been mostly on the western context. This study is the first step in examining the cultural effect on GAM relationships between Indian and German organizations.

中文翻译：

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全球客户管理中的文化因素：印度买家和德国供应商的案例

目的

本研究旨在从广泛的角度调查在印度买家和德国供应商的背景下影响全球客户管理 (GAM) 的文化因素。

设计/方法/方法

在对关键客户管理 (KAM)、GAM 和组织文化进行批判性文献回顾后，作者对 23 位为德国跨国公司工作并管理来自印度的全球客户的全球客户经理 (GA 经理) 进行了探索性案例研究。定性数据分析的结果使用共识和模板方法来证明。

发现

这项研究的结果表明，语言、沟通、时间概念、避免冲突、组织结构、决策、信任和关系是在德国和印度背景下影响 GAM 的文化因素。

研究限制/影响

鉴于印度北部和印度南部之间存在巨大的文化差异，特别难以概括 GAM 中的文化因素。另一方面，在与来自不同文化的个人和组织合作时，这些因素可以作为文化维度发展的先决条件。

实际影响

这项研究对于打算与印度买家或供应商合作的全球销售经理、GA 经理和高管来说是必不可少的。

原创性/价值

先前关于 KAM 和 GAM 的企业对企业营销文献主要是在西方背景下。这项研究是检验文化对印度和德国组织之间 GAM 关系的影响的第一步。