Kadam, Nayan TukaramNayan TukaramKadam2025-02-122025-02-122025https://fis.uni-bamberg.de/handle/uniba/106195Dissertation, Otto-Friedrich-Universität Bamberg 2024This dissertation explores the cultural factors that impact Global Account Management (GAM), with an emphasis on the business relationship between India and Germany. It consists of three primary studies, each of which makes a distinct contribution to the understanding of GAM and cultural interaction. The first study establishes an essential framework by undertaking a review of 71 academic sources, resulting in the development of a comprehensive conceptual model of GAM within a cultural setting. The second study employs a qualitative methodology through a case study approach, involving interviews with 23 global account managers based in Germany who oversee Indian global accounts. The findings demonstrate that cultural factors, including language, communication styles, time perception, conflict resolution methods, organizational structure, decision-making procedures, trust, and relationship, have an impact on managing Indian global accounts. Adopting Trompenaars’ cultural dimensions, the study develops a cultural performance framework by integrating these principles with insights from academic literature and thematic analysis. The third study employs the Fuzzy-set Qualitative Comparative Analysis method to examine 64 survey responses from India and 66 survey responses from Germany. This study demonstrates that optimal global account performance is not solely determined by a single factor but rather a combinations of various factors. Findings show context-specific factors, such as “product quality and pricing, cultural fit, and strategic alignment for Germany”, and “relationship, product quality and pricing, as well as internal and external support for India,” are relevant. This dissertation is significant for its unique integration of mixed methodologies to examine the Indo-German business relationships in the lens of GAM. Theoretically, it expands existing knowledge in key account management, GAM, national culture, and organizational culture, by addressing areas that require further investigation. The findings hold great significance for individuals and organizations that are already or intend to be engaged in GAM within the Indian and German context. They provide strategic insights and practical frameworks for successfully navigating cultural change in managing global accounts.engGlobal Account ManagementInternational Key Account ManagementOrganizational CultureNational CultureIndiaGermanyB2B Marketing650doctoralthesisurn:nbn:de:bvb:473-irb-1061953