Implementing Key Account Management: key dimensions and outcomes

Spiros Gounaris, Nektarios Tzempelikos, Michael Macdermott

Research output: Contribution to conferenceProceeding

14 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.

Conference

Conference43rd EMAC Annual Conference
CountrySpain
CityValencia
Period3/06/146/06/14
Internet address

Fingerprint

Key account management
Business-to-business (B2B)
Management effectiveness
Mediator
Empirical data
Academic research
Marketing
Lag
Suppliers

Keywords

  • key account management
  • KAM
  • B2B marketing

Cite this

Gounaris, S., Tzempelikos, N., & Macdermott, M. (2014). Implementing Key Account Management: key dimensions and outcomes. 43rd EMAC Annual Conference, Valencia, Spain.
Gounaris, Spiros ; Tzempelikos, Nektarios ; Macdermott, Michael. / Implementing Key Account Management : key dimensions and outcomes. 43rd EMAC Annual Conference, Valencia, Spain.
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Gounaris, S, Tzempelikos, N & Macdermott, M 2014, 'Implementing Key Account Management: key dimensions and outcomes' 43rd EMAC Annual Conference, Valencia, Spain, 3/06/14 - 6/06/14, .

Implementing Key Account Management : key dimensions and outcomes. / Gounaris, Spiros; Tzempelikos, Nektarios; Macdermott, Michael.

2014. 43rd EMAC Annual Conference, Valencia, Spain.

Research output: Contribution to conferenceProceeding

TY - CONF

T1 - Implementing Key Account Management

T2 - key dimensions and outcomes

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

ER -

Gounaris S, Tzempelikos N, Macdermott M. Implementing Key Account Management: key dimensions and outcomes. 2014. 43rd EMAC Annual Conference, Valencia, Spain.