Mind the Gap : A Process Model for Diagnosing Barriers to Key Account Management Implementation

Professorship/Faculty: Juniorprofessur für Betriebswirtschaftslehre, insbesondere Marketing Intelligence ; Sales and Marketing  
Author(s): Leischnig, Alexander ; Ivens, Björn Sven  ; Niersbach, Barbara; Pardo, Catherine
Title of the Journal: Industrial marketing management : the international journal for industrial and high-tech firms
ISSN: 1873-2062
Publisher Information: Elsevier : New York, NY [u.a.]
Year of publication: 2017
Pages: 10 ; Online-Ressource
Language(s): English
DOI: 10.1016/j.indmarman.2017.07.008
Today, many firms develop and implement key account management (KAM) programs to manage the relationships with strategically important customers. The implementation of KAM programs requires the configuration of special activities, actors, and resources dedicated to key accounts, which poses major challenges for managerial practice. Firms often underestimate the fundamental organizational change required for a successful implementation of KAM. The objective of this article is to advance extant knowledge on KAM by developing a framework that outlines essential processes to assess and diagnose barriers to KAM implementation. In our article, we integrate extant knowledge on KAM organization and enactment, and we propose a four-step process model that links the concepts of embeddedness, differentiation, integration, and alignment. In addition, we illustrate our model in a case study analysis with a large-scale European industrial company. The findings of our study allow us to derive avenues for further research on KAM implementation as well as implications for management practice.
Keywords: Differentiation, Effectiveness, Implementation, Integration, Key account management
Peer Reviewed: Ja
International Distribution: Ja
Document Type: Article
URI: https://fis.uni-bamberg.de/handle/uniba/43035
Year of publication: 29. January 2018