The reflexive turn in key account management

2014 ◽  
Vol 48 (11/12) ◽  
pp. 2071-2104 ◽  
Author(s):  
Markus Vanharanta ◽  
Alan J.P. Gilchrist ◽  
Andrew D. Pressey ◽  
Peter Lenney
Keyword(s):  
Empirical Studies ◽  
Negative Relationship ◽  
Success Rates ◽  
Key Account Management ◽  
Content Type ◽  
Account Management ◽  
Long Run ◽  
Key Account ◽  
And Performance ◽  
The Uk

Purpose – This study aims to address how and why do formal key account management (KAM) programmes hinder effective KAM management, and how can the problems of formalization in KAM be overcome. Recent empirical studies have reported an unexpected negative relationship between KAM formalization and performance. Design/methodology/approach – An 18-month (340 days) ethnographic investigation was undertaken in the UK-based subsidiary of a major US sports goods manufacturer. This ethnographic evidence was triangulated with 113 in-depth interviews. Findings – This study identifies how and why managerial reflexivity allows a more effectively combining of formal and post-bureaucratic KAM practices. While formal KAM programmes provide a means to initiate, implement and control KAM, they have an unintended consequence of increasing organizational bureaucracy, which may in the long-run hinder the KAM effectiveness. Heightened reflexivity, including “wayfinding”, is identified as a means to overcome many of these challenges, allowing for reflexively combining formal with post-bureaucratic KAM practices. Research limitations/implications – The thesis of this paper starts a new line of reflexive KAM research, which draws theoretical influences from the post-bureaucratic turn in management studies. Practical implications – This study seeks to increase KAM implementation success rates and long-term effectiveness of KAM by conceptualizing the new possibilities offered by reflexive KAM. This study demonstrates how reflexive skills (conceptualized as “KAM wayfinding”) can be deployed during KAM implementation and for its continual improvement. Further, the study identifies how KAM programmes can be used to train organizational learning regarding KAM. Furthermore, this study identifies how and why post-bureaucratic KAM can offer additional benefits after an organization has learned key KAM capabilities. Originality/value – A new line of enquiry is identified: the reflexive-turn in KAM. This theoretical position allows us to identify existing weakness in the extant KAM literature, and to show a practical means to improve the effectiveness of KAM. This concerns, in particular, the importance of managerial reflexivity and KAM wayfinding as a means to balance the strengths and weaknesses of formal and post-bureaucratic KAM.

Relational key account management: insights from the Middle Eastern context

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nada Saleh Badawi ◽  
Moustafa Battor ◽  
Saeed Badghish
Keyword(s):  
Social Capital ◽  
Relationship Quality ◽  
Middle Eastern ◽  
Key Account Management ◽  
Content Type ◽  
The Third ◽  
Account Management ◽  
Key Account ◽  
Multiple Case ◽  
Key Accounts

Purpose The purpose of this study is to explore relational aspects of key account management (KAM) in terms of social capital and relationship quality. The second objective was to identify the main dimensions that shape social capital and relationship quality within the KAM context. Finally, the third objective was to explore how relational KAM is practiced in the Middle Eastern context. Design/methodology/approach This study used a qualitative methodology and a multiple case design. Semi-structured interviews were carried out with a sample of senior executives from large Saudi firms. Findings The results highlight the importance of relationship quality and social capital to KAM implementation. A multiple case study was used to build a relational framework for KAM in the Middle Eastern context. Practical implications Three strategies were identified for use within the context of KAM in the Saudi market. The first strategy consisted of a means of attracting potential customers. The second strategy involved communication, aimed at maintaining frequent contact with key accounts. Finally, the third strategy was concentrated in maintenance to help sustain the relationship with key accounts. Originality/value This study extends understanding and the application of KAM to the Middle Eastern context, contributing to social capital, relationship quality and the KAM literature.

scholarly journals The dark side of effectuation in a key account management relationship

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Phillip McGowan ◽  
Chris Simms ◽  
David Pickernell ◽  
Konstantios Zisakis
Keyword(s):  
Product Development ◽  
New Product Development ◽  
New Product ◽  
Dark Side ◽  
Key Account Management ◽  
Supplier Relationships ◽  
Content Type ◽  
Account Management ◽  
Key Account

Purpose The purpose of this paper is to consider the impact of effectuation when used by small suppliers within key account management (KAM) relationships. Design/methodology/approach An exploratory longitudinal case study approach was used to examine a single small supplier operating in the snack foods sector of the UK foods industry, as it entered into a new KAM relationship with a major retailer and undertook four new product development projects. Findings Findings suggest effectuation may positively moderate the ability of a small supplier to enter into a KAM relationship by enabling it to obtain resources and limit risk. However, once within the relationship, the use of effectuation may negatively impact success by increasing the potential for failure to co-create new product development, leading to sub-optimal products, impacting buyer confidence and trust. Furthermore, a failed KAM relationship may impact other customers through attempts to recover revenues by selling these products, which may promote short-term success but, in the long-term, lead to cascading sales failure. Research limitations/implications It cannot be claimed that the findings of just one case study represent all small suppliers or KAM relationships. Furthermore, the case presented specifically concerns buyer-supplier relationships within the food sector. Practical implications This study appears to suggest caution be exercised when applying effectuation to enter into a KAM relationship, as reliance on effectual means to garner required resources may lead to the production of sub-optimal products, which are rejected by the customer. Additionally, a large customer considering entering into a KAM relationship with a small supplier should take care to ensure their chosen partner has all resources needed to successfully deliver as required or be prepared to provide sufficient support to avoid the production of sub-optimal products. Originality/value Findings suggest the use of effectuation within a KAM relationship has the potential to develop a dark side within business-to-business buyer-supplier relationships through unintentional breaches of trust by the selling party.

Drivers and performance implications of international key account management capability

2015 ◽  
Vol 24 (4) ◽  
pp. 543-555 ◽  
Author(s):  
Ruey-Jer “Bryan” Jean ◽  
Rudolf R. Sinkovics ◽  
Daekwan Kim ◽  
Yong Kyu Lew
Keyword(s):  
Key Account Management ◽  
Account Management ◽  
Management Capability ◽  
Key Account ◽  
And Performance

Do social capital and relationship quality matter to the key account management effectiveness?

2020 ◽  
Vol 35 (1) ◽  
pp. 134-149 ◽  
Author(s):  
Nada Saleh Badawi ◽  
Moustafa Battor
Keyword(s):  
Social Capital ◽  
Relationship Quality ◽  
Information Exchange ◽  
Empirical Support ◽  
Key Account Management ◽  
Content Type ◽  
Account Management ◽  
Theoretical Perspectives ◽  
Key Account ◽  
Using Data

Purpose The purpose of this paper is to investigate the influence of social capital and relationship quality on key account management (KAM) effectiveness. Design/methodology/approach Based on the literature, the authors designed a framework that links social capital, relationship quality and KAM effectiveness. Data were collected through a self-administered questionnaire. Using data from a sample of 172 business-to-business supplier firms, the authors examined this model. Findings The research results provide empirical support to the importance of relational aspects of KAM by showing how the relational aspects of relationship quality and social capital influence the effectiveness of the supplier-key account relationship. Originality/value The authors add to the literature on relational KAM by integrating theoretical perspectives on social capital, relationship quality and KAM. They develop a model that investigates the antecedents of the effectiveness of supplier–key account relationships from a relational perspective. The study explains the relationships between six constructs representing social capital (ability, benevolence, integrity, flexibility, information exchange and solidarity) and three constructs representing relationship quality (trust, satisfaction and relationship atmosphere), together with the relationships between these three constructs of relationship quality and KAM effectiveness.

San Antonio: assessing the key account management system

2012 ◽  
Vol 2 (6) ◽  
pp. 1-13
Author(s):  
Javier Jorge O. Silva ◽  
Fernando Zerboni ◽  
Maricruz Prado ◽  
Natalia Moscardi
Keyword(s):  
Latin American ◽  
Management System ◽  
San Antonio ◽  
Sales Management ◽  
Sales Force ◽  
Key Account Management ◽  
Content Type ◽  
Account Management ◽  
Latin American Region ◽  
Key Account

Subject area This case illustrates the differences between customers and the occasions when conditions change and buyer-seller relationships fail. The key issue is to find ways to anticipate this problem with other clients. Study level/applicability It may be used in second-year courses of MBA marketing programs as well as in specific executive education programs dealing with key account management (KAM) systems, business strategy, industrial marketing and/or sales management courses. This case can also be used at undergraduate programs and courses dealing with sales, sales management, international business, and organizational behavior. Case overview In 2003, after Carlos Etcheverry joined San Antonio (SA) as Latin American Region Vice President, the company implanted a KAM System. SA's relationships with its two key clients, Vintage and Chevron, seemed to progress nicely until mid 2004, when Chevron's newly hired Purchasing Manager decided to change the company's commercial structure, rendering its purchasing process more bureaucratic and extremely competitive. In March 2005, Etcheverry was to meet Chevron's purchasing manager, since Chevron had decided to reassign a service contract through a new invitation to bid, leaving San Antonio out. The case puts forth the questions faced by Etcheverry at the time of the meeting: How had San Antonio come to jeopardize a key account? Would SA's organization need a change? Was this the only solution available? What other factors should be considered? Expected learning outcomes This case may help students to: understand the complexity of key account management (KAM) system implementation, sales force concepts and business-to-business relationships; and analyze the difficulties faced by companies upon implementing a change in their sales strategies and the effects of this change on the sales force, corporate culture and the organization as a whole management system. Supplementary materials Teaching notes and a Technical note are available; also access to audio visual support with an interview to Carlos Etcheverry.

scholarly journals Making sense of global key account management (GAM): a case study from Japan

2018 ◽  
Vol 33 (7) ◽  
pp. 1052-1064 ◽  
Author(s):  
Nick Ellis ◽  
Akihito Iwasaki
Keyword(s):  
Business Culture ◽  
Key Account Management ◽  
Content Type ◽  
B2b Marketing ◽  
Making Sense ◽  
Account Management ◽  
Theoretical Perspectives ◽  
Focal Firm ◽  
Key Account

Purpose The purpose of this paper is to investigate the relevance to situated managerial practice of the implementation frameworks contained in the global (key) account management (GAM) literature and to explore what specific GAM-related issues may be faced by key account managers working for an MNC based in Japan. Design/methodology/approach Following a critical literature review, including a discussion of sales management in Japan, an exploratory case study is conducted of a chemical supplier that claims to be making the transition toward GAM. Findings The findings confirm that intra-organizational contextual and cultural factors appear to influence the adoption of GAM programs by the focal firm. This suggests there is not a “one size fits all” strategic pathway to implementing GAM, and that western theoretical perspectives on KAM/GAM do not appear to have permeated the sense-making of some Japanese managers. Research limitations/implications While the study indicates that the US/European approach to KAM and GAM does not appear to fit well with the Japanese business culture, this conclusion must come with the caveat that this is not necessarily a generalizable case. Originality/value Much of the prior B2B marketing literature on KAM and GAM has investigated only western firms. This is possibly the first empirical research on GAM in a Japanese company. The paper offers a number of implications for theory and ponders the wisdom of making recommendations from such a culture-bound study.

scholarly journals Top management commitment and involvement and their link to key account management effectiveness

2015 ◽  
Vol 30 (1) ◽  
pp. 32-44 ◽  
Author(s):  
Nektarios Tzempelikos
Keyword(s):  
Relationship Quality ◽  
Top Management ◽  
Key Account Management ◽  
Content Type ◽  
Account Management ◽  
Key Account ◽  
Management Commitment ◽  
Top Management Commitment ◽  
Management Involvement

Purpose – The purpose of the study is to examine the role of top management in effective key account management (KAM) relationships, making a distinction between top management commitment and top management involvement. Design/methodology/approach – The study uses data from 304 suppliers from different sectors to test the research model and hypotheses developed. Data were collected by means of personal interviews. The survey instrument was a structured questionnaire. Findings – Results show that top management commitment positively affects top management involvement. In addition, top management involvement totally mediates the relationship between top management commitment and relationship quality. Finally, relationship quality positively relates to financial performance. Research limitations/implications – The study focuses on the role of top management in KAM. Future research that considers the top management’s role simultaneously with other internal or external factors would provide a more comprehensive understanding of the antecedents of effective KAM. Future studies can also examine the potential detrimental impact of top management involvement in KAM. Practical implications – Top managers should get actively involved in KAM. The study provides managers with guidance concerning how top management can have the greatest effect on KAM effectiveness. Originality/value – The study adds to our understanding of the role of top management in KAM. The study provides an integrative empirical examination of the influence of top management in KAM and offer insights on which ways top management determines KAM success.

scholarly journals Key account management and value co-creation in multi-stakeholder ecosystems. A “market access” mix

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Daniele Leone ◽  
Francesco Schiavone ◽  
Michele Simoni
Keyword(s):  
Ad Hoc ◽  
Market Access ◽  
Research Question ◽  
Research Approach ◽  
Value Drivers ◽  
Key Account Management ◽  
Content Type ◽  
Account Management ◽  
Key Account ◽  
Multi Stakeholder

Purpose The present study aims to contribute to the growing stream of literature about the network perspective of value co-creation via key account management (KAM) by exploring how firms, in complex industrial markets, use key account strategies to create value, not only for buyers and sellers of industrial products/services but also, more widely, for larger ecosystems of stakeholders. The research question this paper seeks to address is how the KAM approach promotes value co-creation in multi-stakeholder ecosystem. Design/methodology/approach To answer this research question, this study uses a qualitative research approach based on data triangulation. This study focuses on the market access (MA) strategies implemented by a multinational UK-based pharmaceutical company within the Italian multi-stakeholder health-care ecosystem over several years. Findings The results show that KAM in complex networks acts as a catalyst for value creation, through multiple interactions with different actors and an ad hoc configuration of five strategic levers: product performance, economic impact, institutional relationships, commercial organization and communication. These levers are able to unlock the appropriate value drivers and form a specific “market access mix” implemented by the firm to both promote the adoption of the firm’s products and generate value for all market stakeholders. Originality/value The study offers an innovative and comprehensive evidence-based model for designing specific MA strategies aimed at co-creating value within multi-stakeholder ecosystems. The proposed MA mix outlines the fact that knowledge, relationships and innovation are not unique factors that can be leveraged by stakeholders to co-create value.

scholarly journals Top managers’ role in key account management

2019 ◽  
Vol 34 (5) ◽  
pp. 977-993
Author(s):  
Giancarlo Pereira ◽  
Nektarios Tzempelikos ◽  
Luiz Reni Trento ◽  
Carlos Renato Trento ◽  
Miriam Borchardt ◽  
...  
Keyword(s):  
Organizational Structure ◽  
Design Methodology ◽  
Key Account Management ◽  
Content Type ◽  
Account Management ◽  
Top Managers ◽  
Key Account ◽  
Top Manager ◽  
Team Engagement ◽  
Culture Creation

Purpose The purpose of this paper is to explore top managers’ role in key account management. Design/methodology/approach The possible actions that could be performed by a top manager were investigated in 12 case studies. These actions were grouped into key account managers and teams, culture, engagement and knowledge, organizational structure/conditions and customers and markets. Findings Top managers (TMs) informally evaluate teams and key account (KA) managers, stimulate a culture that favors the information’s prospection, persuade managers to reduce their resistance and improve organizational structure/conditions by inducing internal and external questioning. They also contact key customers’ top managers to check on the changes required or to persuade them to change requirements, accept a higher price or redirect an unattractive order to competitors. They approve revisions on the key customers list, discuss with the key account manager how to redirect an unattractive opportunity to competitors and try to improve gains even in attractive orders. Research limitations/implications Additional research beyond the provided exploratory study is needed to generalize the results. The findings contribute to improving the understanding of how TMs get involved in key account management, buyer–supplier relationship improvement and increasing company profitability. They also unveil top managers’ role in internal culture creation and team engagement. Originality/value When managing their KAs, TMs seem to be sceptical, curious and pragmatic with their subordinates, as well as with the customers or competitors.

Spitzenleistungen im Key Account Management

2014 ◽  
Author(s):  
Christian Belz ◽  
Markus Müllner ◽  
Dirk Zupancic
Keyword(s):  
Key Account Management ◽  
Account Management ◽  
Key Account
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