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Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer engagement with global brands by uncovering the mediating mechanism of brand psychological ownership and moderating mechanism of global connectedness. The research framework is tested across developed and developing country contexts to highlight any cultural differences in the drivers of customer engagement with global brands.

Data were collected from developed (USA; n = 270) and developing (India; n = 273) countries through two online surveys and tested, employing structural equation modeling, across the two markets to investigate cross-cultural variations.

Social self-congruity has the strongest influence on customer engagement for USA consumers, while all three forms of self-congruity are equally important in India. Psychological ownership consistently works as the mediating mechanism across both contexts. While global connectedness accentuates the relationship between self-congruity and brand psychological ownership for Indian consumers, it attenuates the relationship amongst USA consumers.

While prior literature mainly establishes a direct link between self-congruity and customer engagement, this study provides a deeper understanding of the self-congruity–customer engagement relationship by: a) investigating the mediating role of psychological ownership; b) examining the moderating role of global connectedness and c) studying all three forms of self-congruity (i.e. actual, ideal and social) simultaneously. The study, testing the framework in developing and developed country settings, highlights cultural nuances in forming customer engagement with global brands.

The increase in cooperative global arrangements between suppliers and customers has grown precipitously in the last five years. These global account management (GAM) programs are frequently brought about owing to the initiative of the global customers, requiring their suppliers to service their total global needs. Suppliers in turn perceive GAM programs as a means to develop long‐term relationships with key global customers in order to hinder competitive inroads. The managerial issues in implementing GAM strategies/programs and developing GAM teams are the focus of this paper. Based on the bargaining framework of relational contracting theory, a step‐by‐step process for management to follow when implementing a GAM program is proposed.

Emerging thoughts and models in strategic management increasingly involve complex hypotheses at different levels of analysis and multiple sides of relationships. Such complexities often result in less than ideal empirical testing, with the ensuing implications being limited or sometimes even wrong. One such case is global relationship management (GRM). The effective implementation of GRM has been argued to be a principal source of a firm's value creation but the testing of GRM scenarios have been very limited. Using GRM as a case example, we introduce a new methodology to the strategic management literature that alleviates many of the limitations of existing techniques – static triangulation simulation (STS). A series of GRM hypotheses are briefly introduced and then tested via the STS technique. Starting values for the simulation, based on input from companies, are included from two sides of each GRM relationship (customer and supplier) and two levels (company and account) from each side. Such elaborate testing is typically not feasible via “normal” methodology – the STS technique, however, allows for a robust assessment of the different drivers that affect GRM outcomes.

Three major environmental changes are taking place regarding business-to-business salesforce. The first trend is the marketing discipline's shift from a product-focus to a service-focus. In response, firms are shifting their salesforce from a product-focus to providing integrated products and services or solutions to their customers. The second trend that is affecting salesforce is the enhanced utilization of technology, as technology is being used to handle some selling tasks (e.g., information provisioning). The third trend is globalization that is evolving to a stage where global salesforce originating from different countries is interacting with customers from different countries. This chapter suggests that these three trends are changing salesforce strategy, structure, and processes. The chapter reports on the decline in product-based salesforce, growth in customer-focused and global salesforce, globalization of salesforce, and the broader business and research implications. The shifts are dramatic and for researchers, it will be a new and fertile area of research.

Servitization is a business transformation that increases service provision in manufacturers. This study aims to empirically examine how a manufacturer's global supply chain dependence and its power positions affect its servitization output.

This study employs secondary longitudinal datasets and econometric specifications to test the relationship between global supply chain dependence and servitization. It further examines the moderating roles of the firm's market power and the degree of being principal customers and principal suppliers. Heterogeneity analyses are performed to verify the robustness of the results.

The findings indicate that fewer global suppliers and more global customers contribute to a higher level of servitization. The negative effect of global supplier dependence is mitigated when manufacturers have less market power and are the principal customers for most of their suppliers. The positive effect of global customer dependence is stronger when manufacturers have less market power and their customers are less dependent on the manufacturers.

Data mixing manufacturing and service inputs and data on public US manufacturers may restrict the generalizability of the findings. Nonetheless, the study urges future research to focus more on other countries/markets.

This study encourages manufacturers who servitize their businesses to connect with more global customers and fewer global suppliers and manage powers among stakeholders. Other recommendations for policymakers and industry associations are also proposed.

This study is the first to explore the impacts of the global supply chain dependence on servitization. Multiple-level findings offer important implications for researchers and practitioners.

Explains the concept of global account management and the forces driving it. Provides a framework to help managers to recognize why and when to use it and how to implement it successfully. Discusses examples from the advertising, computer, telecommunications, electrical component and banking industries and provides an in‐depth case study from one of the leading practitioners of global account management, the Hewlett‐Packard Company. Concludes with a guide to successful implementation.

To increase the global competitiveness of their service business, servitized manufacturers transition towards global services. Yet, the literature has not addressed this development. This study is one of the first to investigate how servitized manufacturers can manage the globalisation of their service business.

The study explores two cases of servitized manufacturers that transitioned from a local organisation of multi-domestic international services to a global-service organisation. The data were collected via semi-structured interviews, observations, and secondary sources.

The authors identify four elements of global service provision: operating model, global performance management, relationship governance, and staffing and employee development. The authors discuss each element and the connections between them, which the authors summarise in a proposed framework for global service provision.

The contributions of this research relate to the proposed framework of global service provision, which extends current conceptualisation of globalisation of routine services. The authors show the unique elements of global service provision of servitized manufacturers and discuss the theoretical and practical implications of the work.

The purpose of this paper is to summarize an information technology (IT) initiative at Hilti Corporation that began with a local IT need and ended with the global transformation of the company’s customer service processes and infrastructures. The authors highlight 12 lessons learned from the transformation, which Hilti referred to as the Global Contact Center (GCC) program.

The authors analyze Hilti’s GCC program based on first-hand experience. Hilti applied an innovative, wave-like implementation approach that facilitated a fast roll-out, fostered peer-to-peer knowledge transfer, and helped to overcome reluctance to change.

The analysis of Hilti’s approach to its new customer service management reveals a number of simple, yet, critical lessons learned regarding leveraging IT-driven business value through global process transformation.

The case report can help researchers to further theorize about IT-enabled process transformation. The GCC program resulted in significant improvements in the performance and quality of customer service processes and enabled transparent reporting and performance measurement on a global scale.

Overall, the GCC case provides an illustrative example of successful process transformation at the global level that also demonstrates implementation challenges. As such, the case report can help practitioners in planning and executing similar projects toward customer service excellence.

Hilti’s GCC case not only provides fresh insights into a successful process transformation. As it focusses on customer service, it also concerns an application area that has received little in the way of attention from process transformation research.

The leading frameworks of internationalization have contributed significantly to our knowledge of how firms internationalize, but do not fully explain how firms actually create and capture value from customers when internationalizing their activities. Understanding the value creation and capture activities defining their business model(s) is critical for firms moving into less familiar markets, and is particularly relevant for service firms where variability is an inherent feature of the firm/client experience. To address this gap, we take a business model perspective to analyze 144 internationalization events of 10 professional service firms. We find that the case firms adopted four different business models when internationalizing, and that single firms may utilize portfolios of business models. Our findings contribute to both the services internationalization and business model literatures by showing how variability in the internationalization process substantiates the need for business model portfolios.

This paper aims to propose a new theoretical perspective on the organizational design of offshoring service organizations by adopting an information processing perspective which incorporates the factors of collaborative information technologies, task commoditization and global customer service delivery that are characteristic of modern-day knowledge-intensive service (KIS) organizations.

The authors analyze data from a large multiyear survey of offshoring service providers conducted in 12 countries.

The authors show how use of collaborative technology is significantly and positively related to spatial and configurational dispersion, task commoditization is significantly and positively related to spatial and temporal dispersion and need for global customer presence is not related to spatial, temporal or configurational dispersion.

The paper integrates concepts from management information system (MIS), operations management and international business to show how collaborative technology, task characteristics and customer service requirements affect the global dispersion of KISs.

The results show how use of collaborative technology, task characteristics and global customer service requirements need to be jointly considered in the global dispersion of activities by KIS providers.

The study sheds light on the effect of the key factors on different dimensions of global dispersion (i.e. spatial/temporal/configurational dispersion) in offshoring service provider organizations. Second, it shows how the traditional information processing perspective on organizations can be updated and applied to KIS organizations by incorporating the factors of global collaborative information technologies, task commoditization and global customer service.