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 Reversing the Commoditization of Customer Relationships: Is It Time to Rethink Your Strategic Account Program?
Peter F. Mathias
Over the past decade, executives have become painfully familiar with the consequences of the progressive commoditization of their
products that has resulted from globalisation and from the greater transparency and deregulation of markets. The speed with which
product life cycles move toward maturity has shifted into high gear.
This article describes why, in this context, the challenge for many companies will be to transform their SAM programs from a
necessary evil imposed by clients to an opportunity that drives corporate strategy and growth both for their clients and for
themselves.
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