Approaching key account management from a long-term perspective

Tzempelikos, Nektarios and Gounaris, Spiros (2013) Approaching key account management from a long-term perspective. Journal of Strategic Marketing, 21 (2). pp. 179-198. ISSN 0965-254X (https://doi.org/10.1080/0965254X.2012.752399)

Full text not available in this repository.Request a copy

Abstract

The importance of Key Account Management (KAM) in building long-term relationships between suppliers and customers is widely recognized in the marketing literature. However, this relationship-oriented perspective of KAM lacks appropriate empirical examination. To fill this gap, the present study uses data from 304 personally administrated interviews to empirical examine Key Account Management Orientation (KAMO), a notion that integrates a set of values that a supplier should develop in order to manage effectively KAM relationships. Furthermore, the study examines how KAMO relates with company performance within a broader relationship marketing perspective. Academic as well as managerial implications are discussed.

CORE (COnnecting REpositories)