Managing Global Customers

Prof.dr. George S. Yip, Dean of the Rotterdam School of Management, Erasmus University and professor of global account management, has the honour of inviting you to attend his Inaugural Address.  

In his inaugural talk, George Yip will address one of the most challenging topics in international business: managing global customers. Multinational companies no longer buy on a country-by-country basis, but increasingly on a global basis. These customers seek global contracts, standardised terms and conditions, and uniform products, services and prices. Managing these customers therefore places new demands on multinational suppliers. So the latter increasingly use a variety of management techniques for coordinating their activities with multinational customers. The talk provides a systematic framework for developing and implementing global customer management programs. It draws on in-depth qualitative and quantitative research at over 20 major U.S. and European multinational companies.

Preceding this event, George Yip will host a Symposium on this same topic with a business panel consisting of global account directors of Air France - KLM, Shell, TNT Express and Unilever. Following the address there will be a festive reception.