<p>För det multinationella företaget är det rimligtvis en stor utmaning att kunna ta hänsyn till såväl den lokala som den globala dimensionen. Förevarande uppsats syftar till att kartlägga hur organisk processorientering fungerar som styrform i en global kundorienterad koncern. Med utgångspunkt i vald teori formuleras en tes med innebörden att denna styrform förväntas vara lämplig för en global verksamhet där stora krav på kundfokus, flexibilitet och anpassningsbarhet ställs. Samtidigt förväntas den försvåra integrationen av koncernens dotterbolag.</p><p>Studien genomfördes genom att undersöka hur skärverktygstillverkaren Sandvik Coromant organiserar sin globala verksamhet med dotterbolag i 130 länder. Intervjuer har genomförts med beslutsfattare vid huvudkontoret, på tre dotterbolag samt med en globalt kundansvarig. Utifrån en tematisering av intervjumaterialet dras följande slutsatser:</p><p>Organisk processorientering tycks vara en användbar styrform för den globala kundorienterade koncernen och kräver relativt autonoma dotterbolag. På grund av det integrationsproblem som tenderar att uppstå till följd av autonomin samt ett komplext inbördes beroende som inte är uppenbart för de lokala organisationerna, krävs emellertid att koncernen är organiskt processorienterad även i den laterala dimensionen.  I Sandvik Coromant koordineras verksamheten således genom ett horisontellt styrt, globalt Key Account Management-system samt väl etablerade nätverk mellan dotterbolagscheferna. Detta tycks resultera i att beroendet synliggörs och dotterbolagen motiveras att se till helheten. På så sätt kan integration underlättas utan att differentieringen samordnas bort och hänsyn tas till såväl den lokala som den globala dimensionen.</p>

För det multinationella företaget är det rimligtvis en stor utmaning att kunna ta hänsyn till såväl den lokala som den globala dimensionen. Förevarande uppsats syftar till att kartlägga hur organisk processorientering fungerar som styrform i en global kundorienterad koncern. Med utgångspunkt i vald teori formuleras en tes med innebörden att denna styrform förväntas vara lämplig för en global verksamhet där stora krav på kundfokus, flexibilitet och anpassningsbarhet ställs. Samtidigt förväntas den försvåra integrationen av koncernens dotterbolag. Studien genomfördes genom att undersöka hur skärverktygstillverkaren Sandvik Coromant organiserar sin globala verksamhet med dotterbolag i 130 länder. Intervjuer har genomförts med beslutsfattare vid huvudkontoret, på tre dotterbolag samt med en globalt kundansvarig. Utifrån en tematisering av intervjumaterialet dras följande slutsatser: Organisk processorientering tycks vara en användbar styrform för den globala kundorienterade koncernen och kräver relativt autonoma dotterbolag. På grund av det integrationsproblem som tenderar att uppstå till följd av autonomin samt ett komplext inbördes beroende som inte är uppenbart för de lokala organisationerna, krävs emellertid att koncernen är organiskt processorienterad även i den laterala dimensionen.  I Sandvik Coromant koordineras verksamheten således genom ett horisontellt styrt, globalt Key Account Management-system samt väl etablerade nätverk mellan dotterbolagscheferna. Detta tycks resultera i att beroendet synliggörs och dotterbolagen motiveras att se till helheten. På så sätt kan integration underlättas utan att differentieringen samordnas bort och hänsyn tas till såväl den lokala som den globala dimensionen.

In today¡¦s ever-changing, competitive business environment, professional managers are challenged with the aims of attracting target markets, establishing relationships, increasing competitiveness, and achieving objectives. The business must continually add value, create a long-term competitive advantage, and satisfy customer needs in order to maintain a position of leadership in the market. In opening Merck Sharp Dohme at a time when medical organizations are undergoing such global change, one must consider the relationship between the aim of the organization and the clients¡¦ needs. In 2007, the ¡§Key Customer Unit¡¨ was established, a new marketing approach (New Strategic Selling) was adopted, and the competitiveness of the organization was enhanced, a new method of managing the client base was created, which assisted the company in reaching its global objectives. This research paper used explorative research methods adopting qualitative and quantitative means of analysis, as well as on the spot investigation into internal operations of the ¡§Key Customer Unit¡¨ of the Taiwanese branch of an American pharmaceutical factory. Through the implementation of KAM and CRM, research was conducted into the operation of the ¡§Key Customer Unit¡¨. Discussions were carried out into my degree of satisfaction with the achievement of company objectives. Discussions also touched upon my satisfaction with current policies, the operation of the ¡§Key Customer Unit¡¨, the results and cohesiveness of the ¡§Key Customer Unit¡¨, staff qualities, on the job competence as well as limitations. Conclusions of the thesis are listed below: 1. Solving on-the-spot problems for the ¡§Key Customer Unit¡¨ as well as providing a platform for long-term cooperation. 2. The importance of the operation and cohesiveness of the ¡§Key Customer Unit¡¨, creating a plan for clients, and servicing clients. 3. Members dealing with the ¡§Key Customer Unit¡¨ demonstrated experience, confidence, logic, and the ability to execute, delegate, and communicate effectively. 4. The ability to coordinate was the skill most valued by clients and staff. 5. Key reasons behind success of the ¡§Key Customer Unit¡¨ was, choosing the right staff, systematic thought, professional management on the part of the client manager, coordination of resources, marketing activities, coordinating the duration of the client plan, as well as complete dedication to the task at hand. 5 key points developed from the conclusion: 1.The execution of MERCK¡¦s 5 Ring policy aims at building motivation for the ¡§Key Customer Unit¡¨ 2.Finding the right person to carry out the right steps is the cornerstone of success behind the ¡§Key Customer Unit¡¨. 3.The driving force behind the success of managing the ¡§Key Customer Unit¡¨ is the Client Manager. 4.Opportune spending and proper use of resources is the most impressive result when managing the ¡§Key Customer Unit¡¨. 5.The key point to adding value to your ¡§Key Customer Unit¡¨ is separation of customer teams to increase internal competitiveness.

Η παρούσα διπλωματική έχει σκοπό να μελετήσει τα δεδομένα στον τομέα αυτό σε σχέση με την Ελλάδα. Τον τρόπο με τον οποίο κατανοείται και εφαρμόζεται το market access στην χώρα από τις φαρμακευτικές εταιρείες που δραστηριοποιούνται εδώ. Πιο συγκεκριμένα επιχειρείται μια καταγραφή στους παράγοντες που το επηρεάζουν και στην άποψη την οποία έχουν διαμορφώσει σχετικά με το market access τα άτομα τα οποία ασχολούνται με αυτό. Αρχικά, έγινε μια βιβλιογραφική ανασκόπηση σε μελέτες της διεθνούς βιβλιογραφίας σχετικά με το θέμα. Καθώς και μια καταγραφή σε όσους φορείς εμπλέκονται αλλά και σε διαδικασίες. Στη συνέχεια κατασκευάστηκε ένα ερωτηματολόγιο που απευθυνόταν σε άτομα που ασχολούνται με το market access μέσα σε φαρμακευτικές εταιρείες. Τα στοιχεία που συλλέχτηκαν από τα ερωτηματολόγια αναλύθηκαν στη συνέχεια με τη βοήθεια του προγράμματος SPSS. Από την ανάλυση των στοιχείων φαίνεται πως οι εταιρίες έχουν αγκαλιάσει την έννοια του όρου market access και έχουν καταβάλλει φιλότιμη προσπάθεια για την εφαρμογή του στην πράξη. Ωστόσο υπάρχει μεγάλο περιθώριο βελτίωσης καθώς συγκεκριμένες παγίδες και λάθη καθιστούν αδύνατη προς το παρόν την επιτυχή εφαρμογή του. Ο θεσμός του market access και των ΚΑΜ είναι απλά ένας διαφορετικός τρόπος για να περιγράψουμε ολιστικά τη διαδικασία της ιατρικής (και όχι μόνο) επιστημονικής ενημέρωσης και τις σχέσεις με τους πελάτες. Είναι ένα παλαιό μοντέλο για τις άλλες βιομηχανίες, που όμως φαίνεται να γίνεται, στη πραγματικότητα που διαμορφώνεται σήμερα στην αγορά, θεμελιώδες και για τη φαρμακοβιομηχανία. Αρκεί βέβαια να βρεθεί ο σωστός τρόπος να εφαρμοσθεί, αφού προσαρμοσθεί κατάλληλα στις ιδιορρυθμίες που έχει η φαρμακευτική αγορά. / The present thesis aims to study the data in this area in relation to Greece . The manner in which we apply the market access in the country by pharmaceutical companies operating here. More specifically, an attempt to record the factors that affect the argument which have formed on the market access of the people they deal with it.Initially , there was a literature review of studies in the literature on the subject . As a recording and those entities involved and procedures . Then constructed a questionnaire addressed to people dealing with market access within pharmaceutical companies . The data collected from the questionnaires were then analyzed using the program SPSS. The institution of market access and the ΚAM is just another way to describe the process of holistic medicine ( and not only) scientific information and relationships with customers . It is an old model for other industries, but it seems to be , in fact formed on the market today , and essential for the pharmaceutical industry . Suffice sure to find the right way to apply , adapted as appropriate to the quirks that has the pharmaceutical market.

Understanding the determinants of sales success and sales failure has organization wide implications, ranging from an improved salesforce to improved corporate performance. However, a paucity of research on sales failure has resulted in an under-conceptualized field largely built on assumptions. This research proposes to overcome salesforce failure attribution biases by collecting data from the industrial buyer’s perspective. Thirty five post-mortem interviews with procurement decision makers from buying organizations were collected following a failed sales proposal. The context of these failed sales proposals was for multi-year industrial service key account contracts (>$5 Million). The result of this naturalistic inquiry is a model which outlines the determinant attributes of sales failure: price, adaptability and relationship-potential. An experimental design was conducted following this exploratory research in order to test the derived drivers of sales failure and success, as well as provide a trade-off analysis of the three emergent sales proposal themes. Results indicate that a lack of adaptability has the strongest impact on the sales failure outcome variable, as well as buyer characteristics have a potentially moderating impact on the relative trade-off weights between price/adaptability and price/relationship-potential.

There is a numerous of literature on Key Account Management but there is a lack of empirical research supporting the literature, especially regarding the implementation process. This study investigates five companies according to how they manage their customer relationships with main focus on their key customers. The study is based on existing KAM literature and also involves additional factors; change management and global talent management. The purpose of the study is to investigate how KAM can be more successfully implemented in Swedish companies in IT and management industry. The study was conducted with a qualitative approach and the interviews were held with Top management at five Swedish IT and management companies in Växjö. The findings show new insights into KAM implementation; Change management and Global talent management were shown to have a direct effect on the success of an implementation, which the existing theory of KAM is not emphasizing. The result of the study is visualized in a model at the end of the study.

Zugl.: Chemnitz, Techn. Universiẗat, Diss., 2008 u.d.T.: Seidler, Markus: Systemorientierte Prozessmodellierungen als Erklärungsansatz des Key-account-Managements in der Automobilindustrie.

Understanding the determinants of sales success and sales failure has organization wide implications, ranging from an improved salesforce to improved corporate performance. However, a paucity of research on sales failure has resulted in an under-conceptualized field largely built on assumptions. This research proposes to overcome salesforce failure attribution biases by collecting data from the industrial buyer’s perspective. Thirty five post-mortem interviews with procurement decision makers from buying organizations were collected following a failed sales proposal. The context of these failed sales proposals was for multi-year industrial service key account contracts (>$5 Million). The result of this naturalistic inquiry is a model which outlines the determinant attributes of sales failure: price, adaptability and relationship-potential. An experimental design was conducted following this exploratory research in order to test the derived drivers of sales failure and success, as well as provide a trade-off analysis of the three emergent sales proposal themes. Results indicate that a lack of adaptability has the strongest impact on the sales failure outcome variable, as well as buyer characteristics have a potentially moderating impact on the relative trade-off weights between price/adaptability and price/relationship-potential.

Understanding the determinants of sales success and sales failure has organization wide implications, ranging from an improved salesforce to improved corporate performance. However, a paucity of research on sales failure has resulted in an under-conceptualized field largely built on assumptions. This research proposes to overcome salesforce failure attribution biases by collecting data from the industrial buyer’s perspective. Thirty five post-mortem interviews with procurement decision makers from buying organizations were collected following a failed sales proposal. The context of these failed sales proposals was for multi-year industrial service key account contracts (>$5 Million). The result of this naturalistic inquiry is a model which outlines the determinant attributes of sales failure: price, adaptability and relationship-potential. An experimental design was conducted following this exploratory research in order to test the derived drivers of sales failure and success, as well as provide a trade-off analysis of the three emergent sales proposal themes. Results indicate that a lack of adaptability has the strongest impact on the sales failure outcome variable, as well as buyer characteristics have a potentially moderating impact on the relative trade-off weights between price/adaptability and price/relationship-potential.

Recent literature state that the relationship between buyers and sellers has gained more and more importance in business-to-business segments. The distribution of products may even end up in the shadow of these important relationships. The statement, of increased need for relationship marketing, is proven more tangible in cross-border interactions and communications. Managers who are maintaining and establishing international accounts have to acknowledge cultural differences, norms and preferences when keeping their international key accounts satisfaction. However, the practice around how cultural diversity implement the relationship process is something that could be further explored. Therefore, the purpose of this thesis is to explore cultural conflicts and dilemmas in manager’s relations with international key accounts.The thesis has a phenomenological approach, which aims at exploring personal business experiences of managers in practice. Thus, the aim is not to make general assumptions about either KAM, RM or business culture. The thesis is developed through five separate interviews with managers of different gender, practice and targeted customer culture. We mainly used Hofstede's (2017) framework when analyzing and discussing the implication of business culture on international relationships. Several strategies, both personal and business oriented, where noticed as a result of international and intercultural business collaborations. The result shows how complex the subject of business culture is and how limitations of managing cultural diversity can lead to conflicts and dilemmas.