Key account management : A study of mid-sized organisations with and without implemented key account management

University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

Author: Linus Johansson; Andersson Eric; [2015]

Keywords: ;

Abstract: There has been a shift in recent decades in the business-to-business field in terms of advancements in technology and increased competition, thus leading to organisations become more attentive on embedding with customers. This concept is referred to as relationship management and a further concept to embed with strategically important customers is referred to as key account management. The use of key account management has been described as highly individual and it is implemented in various ways and has different approaches. However, it was found that there is a lack of research regarding important aspects of key account management and how they are conducted in practices in mid-sized organisations with and without a formal key account management programmes. The identified aspects were relationship management, key account management, key account manager, key accounts, key account teams and involvement from top management. By aiming to bridge this gap in research, the authors conducted in-depth interviews in two mid- sized organisations in Sweden, one with an implemented key account management programme and one without any formal key account management. The authors found by analysing the data gathered that there were findings suggesting that the aspects of KAM were performed by both organisations. Although the tasks in both organisations was performed by other individuals as suggested by the key account management literature. Furthermore, the authors provide a theoretical and practical contribution from the research as well as suggestions for further research. Keywords: Key account management, key account teams, key account, key account manager, relationship management, top management involvement, Business to business 

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