Implementing Key Account Management: key dimensions and outcomes

Spiros Gounaris; Nektarios Tzempelikos; Michael Macdermott

Implementing Key Account Management: key dimensions and outcomes

Spiros Gounaris, Nektarios Tzempelikos, Michael Macdermott

Marketing

Research output: Contribution to conference › Proceeding › peer-review

22 Citations (Scopus)

Abstract

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.

Original language	English
Publication status	Published - Jun 2014
Event	43rd EMAC Annual Conference - Valencia, Spain Duration: 3 Jun 2014 → 6 Jun 2014 http://www.emac2014.eu/

Conference

Conference	43rd EMAC Annual Conference
Country/Territory	Spain
City	Valencia
Period	3/06/14 → 6/06/14
Internet address	http://www.emac2014.eu/

Keywords

key account management
KAM
B2B marketing

Cite this

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title = "Implementing Key Account Management: key dimensions and outcomes",

abstract = "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.",

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T2 - 43rd EMAC Annual Conference

AU - Gounaris, Spiros

AU - Tzempelikos, Nektarios

AU - Macdermott, Michael

PY - 2014/6

Y1 - 2014/6

N2 - 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.

AB - 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.

KW - key account management

KW - KAM

KW - B2B marketing

UR - http://www.emac2014.eu/

M3 - Proceeding

Y2 - 3 June 2014 through 6 June 2014

ER -

Implementing Key Account Management: key dimensions and outcomes

Abstract

Conference

Keywords

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