Marketing2Win“The Marketing2Win simulation has been developed by Market2Win and myself to help you better understand the  concepts in the book and help you apply them successfully in your own situation.”
– Professor Malcolm McDonald, Chairman of Market2Win Ltd

Already used in many leading business schools to teach strategic marketing, the Marketing2Win simulation is a software tool that helps you learn and practice key strategic marketing concepts.  It does this by enabling you to compete against others in a virtual marketplace in an enjoyable and realistic way.


Key benefits:IMG_2025

  • improve your understanding of the key marketing planning concepts
  • improve your marketing planning skills by applying the concepts in a safe environment
  • network with other like-minded readers
  • improve your employability and promotion prospects by gaining confidence in your strategic abilities

Key features:

  • It is strategic and deals with multiple markets and multiple products
  • It is immersive with branded websites, marketing plans, research reports and marketing tools
  • It deals with real challenges like the introduction of a new product and a sudden market downturn
  • You compete against others in real teams, not against the computer
  • Personalized feedback is provided throughout the game
  • It is based on real company insights and hits the skills-gaps seen in business today
  • The software is easy to learn and is playable online

“Playing the game was a great experience  for me and would be the same for any strategic marketer or market strategy student.” – Hussam Asmar, Marketing and Strategy Manager, Lafarge

Interested? For more information including game schedules and pricing, please email Ed Bradford at: and put ‘MP 8th Edition’ in the subject line.



What is it?

The Fashion2Win Simulator is a software tool that helps fashion students to learn and practice key strategic marketing concepts in the fashion industry. It does this by enabling students to compete against each other in a virtual marketplace in an highly enjoyable and realistic way.

The Simulator has been developed from extensive research into the UK fashion industry and with the full support of Professor Malcolm McDonald, Emeritus Professor at Cranfield University, Honorary Professor at Warwick Business School, author of over 40 books, numerous academic papers and one of the world’s leading experts in strategic marketing.

What do they say about it?

“I played the game as part in completion of my module Strategic Decisions in the International Fashion Marketplace. I believe the experience provided myself, and my classmates, with a real sense of being part of a business attempting to increase profits and gain market share in an increasingly competitive environment. Throughout the simulation my teammates and I were given the opportunity to practice strategy first hand, devD&D imageseloping vital skills in Market segmentation, Market targeting, Market positioning, Strategic options and Strategic agility. My team and I were able to experience the practice of making tactical and strategic decisions whilst further appreciating team dynamics and communication in order to successfully win the game. I would strongly recommend this excellent simulation for those who are studying marketing and business because it provides students with a good practical experience to complement the theory covered during lectures and seminars.” 

“I loved the game! It has been an amazing learning experience to work in a group and formulate strategies for our “company” every week and anticipate the results. The game does provide a strong foundation towards implementing the strategies in a real-life situation/ market scenario. Studying theories in class can be mastered only with the help of such a great tool! Thank you for all your efforts!”

“I really liked the competitive element and that it provides a good application of theory. I  got a good grasp of the game from the offset and enjoyed the teamwork which I feel was integral to our success. Our team members fell into their roles very well. I also liked the competitive element and that it provides a good application of the theory. I think the support videos were great and preferred them to reading instructions.  I felt that all of the information in the reports was relevant.  Our team understood the importance of this information in the real world and therefore, almost as soon as the game was active, we purchased and absorbed it.”

“I think the entire concept is fantastic and a great way to apply theory in a realistic way. Our team came 4th, however I am glad that by the last two weeks I could say I really understand all these features.”

“It was good to put the theory learned through classes int practice and see how this could potentially impact a company.”

“I enjoyed being able to put what we have learned previously into action. The competitive nature of the game was good fun. Working in teams allowed us to each put our varying strengths to good use, and improved my own interpersonal skills.”

“The game itself is an opportunity and I like the fact that it has been well explained.”

“It was good seeing if our decisions had an impact on the game and on our profitability.”

“I liked 1. the competitiveness which the game created in the class 2. Strategy formulation techniques 3. Importance of understanding the market & customer needs 4. The details of our performance with respect to others.”

“The best part of the game for me was the decision making and I  looked forward to seeing the outcome of the decisions on a weekly basis.”

“I found it interesting to have access to the BCG and also anticipating how well we would do at the end of the week.”

“I enjoyed the uncertainty of the dynamic market and team work.”

“This is the first time that I fully understand how to use the BCG and the DPM.”

“I liked the fact that it was practice rather than theory and helped me have a better understanding of the strategic concepts.”

“The combination of resources: marketing tools, performance results and reports was great!”

 – Comments from fashion students at a European Business School

Want to find out more? Download our FREE flyer here: Fashion2Win Flyer


Email: to tell us about your program and to arrange a free demo


How do you develop the skills of a great Strategic Account Manager?

Answer: by practicing them in a safe environment.

The SAM2Win Simulator is a highly innovative online training tool that allows Account Managers (SAMs,  KAMs or GAMs) to learn and practice the essential strategic skills necessary to achieve more profitable growth with your top accounts.

Five suppliers compete with each other for the business of one complex global account. To win the game, a supplier needs to gain a deep understanding of the account, read the changing relationship landscape, correctly assess the competition, develop a cohesive account growth strategy and execute it successfully.

It can be delivered in a number of ways, from a traditional two day classroom-based workshop through to a full online program.

We have over 40 years of experience working with Account Managers, Strategic Account Management programs and the interface with key business functions like marketing and procurement.  Much of this is now in our simulation, all ready to help develop the best Account Managers of the future.

Content:Account Management image

  • Segmenting an account and picking the best opportunities
  • Winning with targeted value propositions
  • Anticipating and responding to market dynamics
  • Diagnosing and dealing with different procurement situations
  • Communicating a clear account strategy


  • Voted Best Workshop by members of the Strategic Account Management Association
  • Finalist in the Chartered Institute of Marketing’s  Marketing Excellence Awards
  • Players  have included students of leading Business Schools and executives from Procter & Gamble, Kone, Marriott and Siemens

“It really helped us to understand good Strategic Account Management principles and how to apply them to our business.  Using a SAM simulation significantly enhanced the overall learning experience.” –  Program Manager, Customer Relationship and Account Management (global corporation)

“A big thank you for yesterday.  The content was of great interest and very much along the lines the SPA have been advocating for many years. There was very positive feedback from all who I, and the other committee members, spoke with.”  –  Sales Performance Association

“Thanks for all your help with the simulation this year. The reflective essays were excellent, the students clearly learnt a lot and enjoyed the simulation experience, so thanks again.” – Portsmouth Business School

Feedback from corporate participants:

“It was fantastic … it made us focus on the important things like the client’s market, the client needs, the competitors and our strengths etc… to win more share of wallet and profit”

“A very different and incredibly effective way to learn how to manage our most important customer relationships”

“Actually using the Simulator was brilliant”

“It gave a new perspective to account plans and strategy”

“I liked participating in the simulation game prior to the session. I enjoy games and activities to learn. Excellent!”

“A great way to learn about account planning.”

“I enjoyed the game and learning concepts. Thank you!”

“It was user friendly, with a lot of useful information.  You can see the results of your decisions quickly and the group discussions were great!”

“Thanks a lot for the very interesting day”

“I thoroughly enjoyed the people interactions and the real case examples”

Feedback from Business School students:

“I really liked that it was something new and out of my comfort zone which makes you think critically and try to make the right decisions”

“There were a lot of good tools available to analyse performance and assist in decision making. It really challenges you to think broadly when making decisions”

“I think this game is a really different way to learn and provides good experience that can be applied in the work environment”

“This was a very good experience which has taught me a lot about business. I have been wanting to experience something like this which can show me whether I am ready for business, and this game did. I am now confident I am ready”

“The competitive aspect of it is incredibly motivating. I really liked the whole fighting over share of wallet aspect and trying to meet the account’s needs”

“I thoroughly enjoyed this experience.”

Users also love: 

  • “Applying the strategic account management theories in the game and working out the strategy in a team”
  • “Understanding more about client needs, forming the account strategy and working as a team”
  • “The competition and the learning throughout the game”
  • “All the small details which affected the outcome of the performance. It was a very realistic game”
  • “The competitiveness between groups”
  • “Its level of realism and the various key management tools”
  • “The changing opportunities, and being able to target specific ones”
  • “The way in which the account we were involved in changed and evolved as the game went on, that was very realistic”
  • “The interactive nature and competitive element”
  • “The real world applications it draws from, using various sources to make decisions and those decisions having a real impact”
  • “Easy to use dashboard”
  • “The hidden strategies of the game. One has to think critically.”
  • “Being able to be risky.”

For more recommendations, please visit:



Email: to find out more.


This case study is based on a major project that we undertook for a leading international financial institution in 2014/15 which covered one of its UK divisions.

Key Learning Points
The client was able to achieve a number of changes in the business as a result of the project:
 Focusing on the real business needs of customers
 Identifying groups of customers with common requirements
 Developing a specific value proposition for each of the segments
 Prioritising the segments (and customers within the segments)
 Structuring the firm’s sales and marketing activities to meet these customers’ needs

Market2Win Segmentation Case Study

What people say about the Marketing2Win Game

“The Market2win simulator is an excellent tool for students and professionals who want to develop an understanding of strategic marketing. It offers a fast-paced virtual environment that allows participants to think strategically and resolve real-world like business problems from a marketing viewpoint.”
Arif, Marketing Professional and MA Marketing Student, European Business School

“The Market2win game is a fantastic marketing simulation for both students and marketing professionals! It helps students and professional marketers to understand strategic market analysis, planning and decision-making in a practical and innovative way!”
Sotirios, MSc Marketing Student, European Business School

“Market2win is a valuable experience not only for students but also for professionals, who want to examine how the market works when you make certain changes based on the data you have available. This simulation promotes teamwork and the development of our strategic marketing skills. We had a lot of fun and at the same time discovered the consequences that our decisions had on the competition.”
Elena, MSc Marketing Student, European Business School

“Playing Market2Win Strategy Game was a useful and exciting experience. This game demonstrated all complexity of strategic decisions and taught us to be rational in taking them. This is a great opportunity to try yourself in tough competition without a risk to lose market share or profit in a real life.”
George, MSc Marketing Student, European Business School

“I liked the competition and the way it was produced. Very strategic and focussed.”
“I liked the depth of the gameplay and strategic decisions that could be undertaken.”
“It was good to see the difference  between theory and practice”
“I liked challenging other teams – changing strategy and finding solutions after we lost our market leadership, even though at the end we lost – recognising that even if we performed well as a team and performances, our competitor was better. Remind me that ‘It’s not enough that we do our best; sometimes we have to do what’s required’ “
“I liked the teamwork and the possibility to make decisions similar to those in real life”
“Expect the unexpected!”
Various MSc Marketing students, European Business School

“The game really showed the importance of segmentation and made me far more confident in knowing where to focus my marketing efforts.”
Phillipa, Director, Breathing Relief, UK

“I was able to see the outcome of my different marketing strategies right before my eyes, and not having to invest all that money either!”
“The best thing I learned from game is how to deal with the competitors by using various marketing strategies.”
“I liked seeing the results after the implementation of the market strategy.”
“It was great. I really enjoyed it. Only wished it was been graded.. oh well.. good job!”
“It was a wonderful experience. I enjoyed playing it and gained a lot of strategic experience. Practical implementation of what we study.”
“It was on the whole a new and enjoyable experience. I have learned a lot from this game.”
“It covered aspects from across the MBA.”
“It was a very good experience . We all worked in a team and enjoyed the game. This game also helped us develop our strategy skills, leadership quality and a lot more. We would love to play this game again.”
“It was a very good experience. Everyday we got the opportunity to learn something new.”
“It was fun and we had a good experience while working on this in a group.”
“Just one word: OUTSTANDING.”
Various MBA Students, European Business School

“Thank you very much for the opportunity to take part in the marketing strategy game.   I enjoyed the process and it was good to be able to experiment in the safety of the virtual world!  I made quite a few mistakes throughout the process, but it was satisfying to see the areas where the strategy seemed to be working.  The presentations and other materials were a very useful reminder of the key tools required and helped me focus, rather than get too bogged down in the detail…Thanks again for the game and the tools which have helped me a great deal.”
– Angela, Marketing Manager, UK

“It is an excellent game”
– Paul, Head of Marketing, UK

“I enjoyed the week and thought it was a good way of thinking about some of the big strategic issues. I liked all the segments and the initial positionings and I liked the idea of additional reports to give more information…Once again thanks for the opportunity it was good fun and well worth the time spent on it.”
– Andrew, Communications Director, UK

“I played the game this afternoon and it was very good, simple to use yet realistic and a great way to teach core marketing principles.”
– Robin, Marketing Consultant, UK

“I feel I haven’t had much experience in real-life strategic marketing decisions so this was a wonderful way of testing myself.  It’s easy to lack confidence in my decision making when it hasn’t been tested fully so playing the game was a safe way to test my judgement and winning has given me the confidence in my own decision making and strategic marketing skills that it could have taken years to build up in the real world.”
– Lindy, E-Commerce Marketing Manager, UK

“Market2Win is an excellent and exciting game to test your strategic marketing skills. You have the ability to work, test and play with the different aspects that support you in defining and approaching your segments: Segmentation, DPM, BCG and KBF’s. The knowledge base included in the game and the personal feedback after each decision guide you to better decision making in the given market. I especially liked the fact that we were competiting to real teams. This made the game more unpredictable as well as more real. As the co-captain of the team I also taught me a lot about keeping a virtual team on board which is a valuable lesson these days… I was so involved that it felt as if it were an extra day job.”
– Delianne, European Marketing Manager, UK

“The game mimics the real world conditions quite elaborately.”
– Ameer, MBA Student, European Business School

“In the game, we not only thought about our strategy but also the strategy of our competitors. This kind of activity enabled me to analyze the strategy in different dimensions.”
– Yuvaraj, MBA Student, European Business School

“Impressive leading edge use of technology to support learning and I can see it would work in a live organisation across multiple locations…In summary, I am a fan!”
– Samantha, Marketing Consultant, UK

“Market2win is a brilliant game which I would recommend to everyone in marketing. I have learnt so much in the 7 weeks I played the game. I gained an in-depth understanding of SWOT, Segmentation, Key Buying Factors and Value Proposition. The simulator allows you to see in real time what impact the decision you make have on your business. When I started the game I was job hunting, the skills I learnt gave me the confidence to apply for a marketing job which I got. I will be applying what I have learnt in my new job. Coming from an IT background I must say the simulator interface is very impressive. I like the feedback we received at the end of each week and also the reading material you provided. Thanks!!!!”
– Gathoni, CRM Executive, UK

“Playing the game was a good experience for me and would be the same for any strategic marketer or market strategy student. Comparing it to other simulation games I did during my studies and training, I believe the Market2win game is much more strategic and more customer oriented than similar games which are more sales oriented in nature. This game makes the player feel the importance of both long-term and short-term decisions and focuses more on value propositions to customers.”
– Hussam, Marketing Manager, Jordan

“The Market2Win game is an excellent tool for testing and developing your marketing abilities at strategic level. Having only recently gained the CIM Postgrad Diploma, it helped me use my new skills in a highly competitive market and provided confidence in achieving a winning position.”
– Kevin, Special Markets Manager, UK

“I truly recommend this game to all marketing professionals”
– Pedro, Business Development Consultant, Poland

“Market2Win is an excellent opportunity for anyone currently involved or with an interest in strategic marketing. Players will benefit from actually applying a SWOT analysis, BCG Matrix, DPM and Segmentation to their virtual organisation. In an ever changing market and with competitors competing for market share and profitability, Key Buying Factors and Value Propositions must be consistently reviewed to stay ahead and satisfy your shareholders! The simulator is very user friendly and intuitive and the feedback after each period closes was exceptional. Highly recommended and great fun. Thank you.”
– Jason, Sales Manager, UK

“What I liked about the game was mainly the competition and seeing the results at the end of each period. That was pushing me to do more and to keep on trying to catch competitors on their segments and to strengthen my position on my own segments. The value proposition as much as other information about the product, profitability of my company and its competitors is very clear and understandable. It was easy for me to manage and use.”
– Kaouther, Assistant Professor, University of Tunis, Tunisia

“This was a wonderful concept and an awesome opportunity for us.   Thank you Market2win!”
“I had fun like anything and apart from that learned segmentation, targeting, positioning and marketing education – all part of one programme…10: 10!”
– Rubradir and Vipus, MBA students, European Business School
See Rubradir and Vipus talking about their game at

“This competition has offered an opportunity to students to take part in an exciting and different way in applying their business knowledge and skills and have some fun with it too. Leadership, team working and decision-making are all very relevant and useful areas for our students to develop.”
– Jocelyn, Teaching Fellow in Strategy, The York Management School, UK
See more at

“The Martet2win game offered me an great opportunity to dicover the real world business operation in a gaming scenairio. I was delightful to find out that availability of marketing tools within the game and we could utilize these tools to strength the business. I have been wanting to obtain a job from supermarket fields, and the game gave me the opportunity taste it, which has motivated me towards my goals of working for supermarkets.”
– Xiaoqing, Undergraduate Management and Management System student, European Business School

“The feedback from the students and staff has been excellent. They have found it to be very powerful in helping students understand strategic market analysis, planning and decision-making. It integrates well with the teaching modules and the students have found the software easy to learn.”
– Martin, Senior Lecturer, European Business School

“I am just writing because I thought it would be a good idea to let you know that I have used some of the skills I learnt on the Market2Win in my job. I am working at my family’s retail business and I have to be guided by a lot of common sense when it comes to restructuring some things in the business, as I don’t have a business education to fall back on. Christopher and I had to make a list of roles and responsabilities when interviewing someone for a marketing job, and I was guided by some of the things that were neccesary when playing Market2Win. Like for example being creativing, inventive, and having analyitical skill, in adittion to that I made sure the person understood how important it was for them to have thier own initiative and be able to anaylize the big picture of what is going in our particular market.

The reason why we were even working on preparing this interview for a person to work on marketing for us, the reason why we we’re going to create this position is directly related to what I learnt on Market2Win. I created a marketing plan, and had a lot of project going on and for the future and I realised that I didn’t have the time to do them all as efficiently as I need them done, as I also do buying, merchandising, and visual merchandisng for the company. I remember how in Market2Win you could allocate a certain number of employees to work on each project, and it didn’t matter how much money you put in a project if you didn’t have the right number of employes for the amount of money which mean the intricacy of the project in addition to the amount of time and effort it would need, then it wouldn’t work and it would be a waste of resoruces. I felt like I was back in the game writing down a bigger number on the employee box of people allocated to the project, and I decided that it would be crucial that I hire someone else to work on our marketing projects in addition to myself, some one whose role could be take the main responsability for these projects and I could have a more supervisory role.

I also want to add a few more things that I think that Market2Win has really helped me with. I feel that now I am taking the business into a path where we have much a stronger focus on our target age groups, and segmentation is something I had read about in books but until I played the game I didn’t realize how crucialy important it was.

I just wanted to say thank you again for considering Christopher and I to participate in this game as it has been very useful to me in the restructuring of my retail business.”
– Mariana, Chief Marketing Officer, Is Destellos and Casa Moda stores, Bolivia

“Market2win provided us with a great way to learn about enterprise, marketing and how maths can be applied to business. All the students from Year 7 to 10 enjoyed competing in teams and gained a much greater appreciation of the relevance of school work to the world of work.”
– Colin, Deputy Head, Nicholas Chamberlaine Technology College, UK

6 B2B Market Segmentation Mistakes to Avoid

In our work with market segmentation in the B2B space, we often see the same mistakes. Here, we would like to pass on the benefits of our experience to help you avoid them as well.

These are the classic six mistakes in B2B market segmentation:

  1. Diving in before you have tested the water. Before you do anything else you need to define the market you wish to segment. What are the products or services that interest you and what are their alternatives from the customers’ point of view? For example, a few key accounts may make a significant proportion of the total market.  Therefore, it may be better to segment deeper within these accounts than perform a shallow analysis across the whole industry.  Scope the market carefully before segmenting it.
  2. Not knowing where the ball is going.  So many segmentation studies go to great lengths to study recent customer behaviour but pay little or no attention to how this might change in the future. If the economy is about to change or if a new technology looks set to take-off, then behaviour could change as well.  If a new market, re-organization or procurement strategy is about to be implemented, this could change who the decision-makers are and what they are looking for.  Understand where the ball is going, not just where it has been.
  3. Researching who you know rather than who counts. This is a particular problem in B2B where existing contacts are routinely surveyed for their thoughts – but they are often too low in the organization to make the big decisions or see the big picture. Use your senior contacts to setup interviews with the customer’s senior contacts, or use a third party company to help gain access to opinion leaders.  Ensure your research has the right quality of sources, not just the right quantity.
  4. Gaining just a shallow understanding of needs.  In a simple interview, customers will nearly always score price as an important factor, yet price is rarely the only reason why a customer will swap supplier.  Good interviewers will follow up answers with further probing “why” questions to try to get to the bottom of their real needs, which the customer themselves will find a useful journey of discovery. Gain a deep understanding of customer needs and throw new light on the real drivers of the issues.
  5. Forming segments that follow the norm.  Too many suppliers use simple segments that make life easier for them.  These could be industry-based, product-based or geographic-based segments.  But are there customers across these borders that actually have similar needs? For example, are there health & safety driven customers in Industry A, B and C which have similar needs and are not being served well by anyone?  Great segmentation will find ‘blue oceans’ of segments with little competition.   Use segmentation to see the world differently to your competition.
  6. Not using the segments. The greatest sin of all is to come up with smart segments that sit in someone’s drawer.  We must remember that the purpose of segmentation is to help develop better market strategies. It is better to do a small pilot exercise and use the segmentation outcomes, than to do a grand segmentation study only to find the implications too big for the business to handle. Make sure you link market segmentation to market strategy and drive implementation (even if just a pilot).

These should help you get a bigger strategic bang for your segmentation buck!

Edmund Bradford

In June 2013, 10 teams from the MSc Marketing course at Cardiff Business School competed to be the Market2win Strategic Marketing champions. There were two winning teams and they talk about their experiences here


Sales Performance Association meeting, 4th June, Chartered Institute of Marketing, Moor Hall

Members and guests who attended the SPA seminar on 4th June 2013 took part in a competitive and fast paced simulation in the area of Strategic Account Management.  Our first Honorary Fellow, Professor Malcolm McDonald introduced the day and set the scene for managing key accounts and Dr Beth Rogers followed by sharing a little of how the “game” is used at Portsmouth Business School.

Ed Bradford, the architect of the SAM Simulation then led us into our first round of the game.  The game is based on the global supply of staffing services including Recruitment, Outsourcing, Training and Consulting. This market has been chosen as a generic scenario in which to learn about the key elements of managing strategic (key) accounts in particular the vital subject of account selection.  It borrows strategic concepts from marketing and applies them to account management.  This includes combining, segmentation, targeting, positioning, value propositions and other key concepts.

We were arranged into 5 mixed teams and thankfully, Ed led us into the game gently, suggesting in round one, we focussed on the North America Market by service area.  The game was set up so that the 5 competing teams were already “in the market” and had all achieved an equal, base line performance that we could see and build on.  Ed coached us to strive to position our offer for maximum result, be it profitability or sales etc.

The teams grappled with the mass of data and slowly, we developed an understanding of the concepts, looking for ways to improve our position.  At lunchtime, Ed revealed our results showing that we had all improved performance with some teams doing a little better than others.  Ed then took us into some of the theory of Managing Strategic Accounts – a full slide set is available on the SPA Website (members Area).

After lunch, Ed lifted the market restrictions allowing teams to compete in all the Global Markets.  The teams quickly identified the limitations of resources and the need for focus.  Cash resources were removed from some markets and added to others, value propositions were fined tuned to match chosen segments and teams battled hard and fast to complete their decisions in the time allowed.

The winning sales team

After the third round with a teasing count down to the final decision, Ed revealed the winners and led a review of the group’s performance.  It was clear that some teams had developed strategies for the long haul and “what a pity” the game could not have run longer.  Ed presented “medals” to the winning team shown below.

The subject of Key Account Management ranks high in the SPA member’s interests and we have had many speakers on this subect including McDonald and Ryals.  Without doubt, this brought home the key messages into what was a most educational and enjoyable day. Our thanks  to Malcolm McDonald, Beth Rogers and particularly Ed Bradford for bringing this topic to life.


As written by John Andrews, Secretary of the Sales Performance Association

10th June 2013

For further information about the Sales Performance Association visit:

Compass wins a prestigious award

We are delighted to announce that our client, Compass Group PLC has won an award for its work in growing its international clients business. The award was announced by the highly respected Strategic Account Management Association and recognizes the excellent work that Compass has done in co-creating value with its clients.

In responding, Ed Bradford, Managing Director of Market2win said, “We have been working with Compass for many years on different aspects of their International Clients Programme and this is terrific recognition for the success that they have achieved. As part of the entry process for this award we interviewed many of their senior executives and I was blown away by the innovative ideas they were developing and implementing with these clients around the world.”

The award will be handed out at the SAMA European Conference in Berlin on the 11th March 2013

The full SAMA announcement is provided below

SAMA Announcement

February, 2013

Compass Group Recognized for Strategic Account Management Excellence and receives SAMA Excellence Award(TM) for Co-Creating Customer Value

The Strategic Account Management Association (SAMA) has selected Compass Group, a world-class provider of contract foodservice and support services, to receive a SAMA Excellence AwardTM for Co-Creating Customer Value. The award will be publicly given to Compass Group executives at the SAMA Pan European Conference, 11 March, 2013 in Berlin.

Through its International Client Programme begun in 1998 to develop strategic relationships with its top clients, Compass Group has demonstrated world-class practices in the critical area of customer-supplier value co-creation. Collaborative value creation is the key process in strategic customer management to bring about mutual growth, profit, trust, loyalty, innovation and risk management in B2B relationships.

“We are very impressed with Compass Group’s accomplishments and the documented evidence that their International Client Programme has integrated the key processes for co-creating customer value and through it has attained superior growth,” says Bernard Quancard, President & CEO of SAMA.

These elements are being documented in a SAMA case study examination, and presented in a conference session this March

Useful links:

SAMA Pan-European Conference (Berlin – 10-12 March) website

SAMA Pan-European Conference brochure

SAMA Academy in Berlin, 12-14 March website

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