09 Nov marketing

1. LOCATE: In the Harvard Business Publishing Coursepack, find the "ABB & Caterpillar (A)" case.

2. RESPOND: Answer these questions:

   • What are the specific payoffs for both supplier and customer if they can forge a win-win relationship?

   • What form of global account management will work best?

   • What do GAMs do and how can their performance be measured?

   • How do both parties identify the misalignment and enact the change needed in both firms?

   • What does each firm need to do to get the right support in their company and keep people informed?

3. POST: Write a 400-word post that responds to two or more of the following questions:

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