Question: Question Read through the San Antonio case article, by Silva et al (2012) Find out more about how they identify the main issues in the

Question

Read through the San Antonio case article, by Silva et al (2012) Find out more about how they identify the main issues in the case. Summarize your common issues and conclusions. Then, read parts 4 to 9 in Cheverton (2015). Try to combine the findings from your discussions with the knowledge presented. After that, you will need to read the case of San Antonio again. Try to identify and analyze the questions in relation to the San Antonio case: Seen from a key account management perspective, what are the main issues in the case? Why? How do you suggest we deal with them? Why? What does this teach us about key account management in an international business environment? Why? What does this teach us about how to formulate or refine KAM strategies.

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