Implementing Key Account Management: key dimensions and outcomes

Spiros Gounaris, Nektarios Tzempelikos, Michael Macdermott

Research output: Contribution to conferenceProceedingpeer-review

22 Citations (Scopus)


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 languageEnglish
Publication statusPublished - Jun 2014
Event43rd EMAC Annual Conference - Valencia, Spain
Duration: 3 Jun 20146 Jun 2014


Conference43rd EMAC Annual Conference
Internet address


  • key account management
  • KAM
  • B2B marketing


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