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Implementing Key Account Management : key dimensions and outcomes

Gounaris, Spiros and Tzempelikos, Nektarios and Macdermott, Michael (2014) Implementing Key Account Management : key dimensions and outcomes. In: 43rd EMAC Annual Conference, 2014-06-03 - 2014-06-06.

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Key Account Management (KAM) has emerged as an important concept in business-to-business (B2B) marketing, yet academic research lags in this area. This study based on a review of KAM literature and related research areas, identifies organizational and relational dimensions of KAM implementation, and reports on empirical data from 304 suppliers. It examines the impact of each of the dimensions on KAM effectiveness. The results show that relational mediators positively relate to KA performance and dyadic outcomes from KAM relationships. The findings provide insights into the role of customers in the implementation of KAM. Implications and future research are discussed.