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Key Account Management in an Arab Context

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Uploaded by on Sep 22, 2011

Fawaz Baddar is looking at whether it is really possible for the Western practice of key account management to be transferred directly into an Arab context. Findings indicate that the practice needs adaptation in order to be effective as there are major cultural differences with regards to trust and around how business is conducted. This work is of relevance to those organisations operating, or looking to operate in Arab markets and their recruitment of sales people.

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