Yip, Yip, G.S. - Erasmus Research Institute of Management (ERIM), … - 2009
. The paper is based on Chapter 1 of George S. Yip and Audrey Bink, Managing Global Customers: An Integrated Approach … 22 multinational companies, both global suppliers and global customers. This research involved personal interviews with …, Oxford University Press, 2007. The book takes a strategic, total business, and not just sales approach to managing global …