A Configurational Perspective on Key Account Management
| Autor: | Ove Jensen, Christian Homburg, John P. Workman |
|---|---|
| Rok vydání: | 2002 |
| Předmět: |
Marketing
Organizational architecture Knowledge management Conceptualization business.industry 05 social sciences Perspective (graphical) Bridge (interpersonal) Key account management 0502 economics and business Key (cryptography) 050211 marketing Organizational management Business and International Management business Relationship marketing 050203 business & management |
| Zdroj: | Journal of Marketing. 66:38-60 |
| ISSN: | 1547-7185 0022-2429 |
| DOI: | 10.1509/jmkg.66.2.38.18471 |
| Popis: | Most firms struggle with the challenge of managing their key customer accounts. There is a significant gap between the importance of this organizational design problem in practice and the research attention paid to it. Sound academic research on key account management (KAM) is limited and fragmented. Drawing on research on KAM and team selling, the authors develop an integrative conceptualization of KAM and define key constructs in four areas: (1) activities, (2) actors, (3) resources, and (4) approach formalization. Adopting a configurational perspective to organizational research, the authors then use numerical taxonomy to empirically identify eight prototypical KAM approaches on the basis of a cross-industry, cross-national study. The results show significant performance differences among the approaches. Overall, the article builds a bridge between marketing organization research and relationship marketing research. |
| Databáze: | OpenAIRE |
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