Key account management configurations and their effectiveness : A quasi-replication and extension

Faculty/Professorship: Sales and Marketing  
Author(s): Herhausen, Dennis; Ivens, Björn Sven  ; Spencer, Robert; Weiber, Michael
Title of the Journal: Industrial marketing management : the international journal for industrial and high-tech firms
ISSN: 1873-2062, 0019-8501
Corporate Body: European Association for Industrial Marketing Research
Publisher Information: New York, NY [u.a.] : Elsevier
Year of publication: 2022
Volume: 101
Issue: February
Pages: 98-112
Language(s): English
DOI: 10.1016/j.indmarman.2021.12.002
Two important areas in the key account management (KAM) literature deal with different KAM frameworks and KAM performance drivers. In particular, scholars have derived taxonomies of KAM configurations and identified organizational determinants of KAM effectiveness and performance in the market. The present paper contributes to the KAM literature with a quasi-replication and extension of two seminal papers providing an update of different KAM configurations along with the determinants of KAM effectiveness and performance in the market. Using recently collected survey data from a sample of 411 managers, and considering KAM capabilities and KAM communication, we find evidence of five unique KAM configurations that differ from the findings of Homburg et al. (2002), thereby doubtless reflecting a professionalization of the KAM domain. Furthermore, updating Workman et al. (2003), we find that KAM capabilities are important determinants of KAM effectiveness and performance in the market, and that social media communication increases KAM effectiveness. These insights contribute to building a cumulative up-to-date body of knowledge about KAM and provide guidance for managers to improve their KAM.
GND Keywords: Kundengruppenmanagement; Taxonomie; Soziale Medien
Keywords: Key account management, Taxonomy, Capabilities, Social media, Latent class analysis
DDC Classification: 650 Management & public relations  
RVK Classification: QP 621   
Peer Reviewed: Ja
International Distribution: Ja
Open Access Journal: Ja
Type: Article
Release Date: 8. July 2022