Key Account Management Research Papers (original) (raw)

2025

This research was conducted to investigate the extent of Key Account Management Orientation (KAMO) of travel agents in Ethiopia that can be explained by the key account management orientation model that was conceptualized and empirically tested in Greece by Gounaris & Tzepelikos in the year 2012. Key account management being a relatively new phenomenon in Marketing, and due to the environmental circumstances that led to its existence, it has become an important concept in B2B marketing. This is a descriptive and inferential paper which tries to find out if the travel agencies key accounts management orientation could be explained in terms of the KAMO model of Gounaris and Tzempelikos developed in 2012. The attitudinal and behavioral dimensions of the model were found to be important and it is also found to be applicable to all managerial levels of the travel agencies. To be able to do this, different statistical tools were used in the research which include, descriptive statistics, mean score, oneway ANOVA, correlation and finally regression. With an overall model fit of 95%, the model will have an important managerial and academic implications in preparation and implementation of key account management orientation by travel agencies in Ethiopia.

2025, Wirtschaft und Gesellschaft - WuG

Seit Anfang dieses Jahrhunderts wurden in zahlreichen westlichen Industriestaaten öffentliche/staatliche Unternehmungen gegründet sowie Unternehmen verstaatlicht. Auch in Österreich und Italien verlief dieser Prozeß nicht anders. Der Zeitpunkt der Gründung dieser Unternehmen und der ursprüngliche Zweck, den sie erfüllen sollten, waren meist von Land zu Land sehr verschieden. In den letzten Jahren fällt auf, daß nun gerade die staatlichen Unternehmungen zusehends häufiger mit schweren, ja sogar existenzbedrohenden Krisen zu kämpfen haben!. Die Ursachen für das bedrohliche Ausmaß dieser Krisen sind vor allem in Entwicklungen zu suchen, welche den Unternehmenszweck solcher Unternehmen im jeweiligen Fall immer weiter von seiner ursprünglichen Aufgabe wegführten. Dies heißt konkret, daß staatlichen Unternehmen zunehmend volkswirtschaftliche/gemeinwirtschaftliche Aufgaben übertragen wurden. So mußten des öfteren marode Betriebe übernommen werden, da diese aus volkswirtschaftlichen Gründen oder regional politischen Strukturüberlegungen nicht liquidiert werden durften bzw. konnten. Auch hatten politische Interventionen, deren Häufigkeit und Intentionen oft stark schwankten Ge nach Wahltermin und Regierungspartei[en)), zur Folge, daß die Unternehmensleitung solcher staatlicher Unternehmungen einem Spießrutenlauf zwischen der Erfüllung politischer Wünsche seitens der Eigentümervertreter und der Verfolgung erwerbswirtschaftlicher

2025

2024, Diari Economic

The Entrepreneur must know the importance of Managing Key Accounts is a process of Business Management

2024, Journal of Business & Industrial Marketing

PurposeThe purpose of this paper is to explore the role of senior managers in managing intra-and inter-organizational relationships with key customers and the factors that influence such involvement in a novel context in the Arab Middle East region.Design/methodology/approachAn exploratory qualitative research design was used in which 68 face-to-face semi-structured interviews were conducted in Jordan with endogenous and Western firms.FindingsTop/senior managers play a significant role in Arab business relationships and in creating value for the firms. Their involvement in key accounts is imperative at all levels – strategic, operational, and relational – mainly due to cultural and institutional factors that are unique to the Arab context.Research limitations/implicationsThe study is limited to operations in one emerging country situated in a novel setting in one particular region of the world, which is the Middle East.Practical implicationsArab senior managers’ participation is imp...

2024, Industrial Marketing Management

This research contrasts the academic literature on key account management (KAM) with the topics in this subject that are most critical to practitioners. Sixty four academic articles published in 17 journals, and ninety practitioners' articles appearing in the Velocity Magazinepublished by the Strategic Account Management Associationwere content analyzed and classified under ten 'topic' categories. Similarities and differences in the results for academics and practitioners are discussed. In addition, two specific topics were identified as being extremely important to managers but still under-researched by academics: the role of senior management in KAM, and the importance of internal alignment in determining KAM success.

2024, Industrial Marketing Management

Key account management (KAM) supports the profitability and financial sustainability of firms in business-tobusiness markets. It also attracts considerable academic research. However, KAM research remains largely atheoretical and lacking in conceptual foundations. This paper argues for an organizational-level, resource-based view of KAM. Using a systematic approach, the authors review the KAM literature to identify the critical resources and capabilities that underpin strategic KAM. The analysis synthesizes and integrates previous research on KAM applying a resource-based lens to reveal that strategic KAM comprises complex portfolios of resources and capabilities that constitute a source of competitive advantage. The authors discuss the theoretical and practical implications of this unique view of KAM and identify directions for further research. 1. Introduction Difficult market conditions, changes in customer needs, and the reshaping of business practices through new technologies are making business-to-business (B2B) marketing and sales complex; in response, suppliers are embracing transformational changes to remain competitive (Wiersema, 2013). Key account management (KAM) can build and sustain competitive advantage through the establishment of valuable long-term relationships with B2B customers (Dyer & Singh, 1998; Tzempelikos & Gounaris, 2015). In 2014, Barney noted that resourcebased theory and marketing have enjoyed a "rich conversation"; in this study, we extend that conversation to apply a resource-based perspective for the first time to a systematic review of the literature on key account management. Research related to KAM exposes a substantial shift in practice toward longer-term relationships (Gounaris & Tzempelikos, 2014) that demand stronger organizational commitment of people and resources than are necessary in more transactional relationships (Geiger & Turley, 2006). Customer management relies increasingly on systems and material objects, such as information technology and hardware (cf. Reckwitz, 2002), rather than the relationship-building capabilities of individual actors. Accordingly, the KAM approach is organization-toorganization and team-based (Homburg, Workman Jr., & Jensen, 2002), in that it requires integrated processes and cross-functional teams (McDonald, Millman, & Rogers, 1997) configured at the organizational level. Since scholars first made the distinction between account management and sales, research has stressed the roles of complexity and organizational coordination (Ford, 1980). This organizational perspective includes research on relationship effectiveness (Richards & Jones, 2009) recognizing that, to realize benefits, organizational commitment and change must occur on both sides of the dyad (Frankwick, Porter, & Crosby, 2001). Research examining the retention of key customers (Sluyts, Matthyssens, Martens, & Streukens, 2011; Wilson & Weilbaker, 2004) conceptualizes KAM as a process (Ryals & McDonald, 2007) evolving dynamically over time and featuring distinct transition stages for roles, skills, processes, and resources (Capon & Senn, 2010; Davies & Ryals, 2009). Recently, this research has stressed the importance of the strategic aspects of KAM, involving "the selection, establishment, and maintenance of close institutional relationships with a firm's most important customers" (Bradford, Challagalla, Hunter, & Moncrief, 2012, p. 42). Much of that recent research focuses on how suppliers can transform these relationships into sources of sustained competitive advantage; as an overall term, strategic KAM draws attention to the "management practices that aim at inter-and intra-organizational alignment, in order to improve account performance (and ultimately shareholder value creation)" (Storbacka, 2012, p. 259).

2024, International Journal of Network Security & Its Applications

Wireless sensor networks are visualized in military, medicinal services applications and business, where the data at these filed is very important. Security of the information in the system relies on the cryptographic strategy and the techniques in which encryption and decryption keys are built up among the nodes. Dealing with the keys in the system incorporates node validation, key understanding and key refresh stages which represents an extra overhead on system assets. Both Symmetric and Asymmetric key methods when connected independently in WSN neglects to give a design reasonable to extensive variety of utilizations.

2024, BH ekonomski forum

Key account management (KAM) in theory is described as a strategic approach distinguishable from account management or key account selling that should be used to endure long-term development and retention of strategic customers. This article presents the importance of key account management orientation in today's business and how it affects the non-financial performance of companies in Bosnia and Herzegovina. Also, we will present the results of ongoing research that aims to identify the influence of key account management orientation on company non-financial performance in different industry sectors. Data were collected from several companies in different industries considering a company as a unit of analysis. Research instrument-questionnaire compromised scales that had been validated and found reliable in previous research. Item total reliability and confirmatory factor analysis will be used to test the reliability and validity of the constructs. Furthermore, the structural equation modelling (SEM) technique will be employed to analyze the effects of key account management orientation on a company's non-financial performance. It is to be expected that the results of the conducted research show a statistically significant impact of key account management orientation on a company's non-financial performance in Bosnia and Herzegovina.

2024, BH Ekonomski forum

Key account management (KAM) in theory is described as a strategic approach distinguishable from account management or key account selling that should be used to endure long-term development and retention of strategic customers. This article presents the importance of key account management orientation in today's business and how it affects the non-financial performance of companies in Bosnia and Herzegovina. Also, we will present the results of ongoing research that aims to identify the influence of key account management orientation on company non-financial performance in different industry sectors. Data were collected from several companies in different industries considering a company as a unit of analysis. Research instrument - questionnaire compromised scales that had been validated and found reliable in previous research. Item total reliability and confirmatory factor analysis will be used to test the reliability and validity of the constructs. Furthermore, the structural...

2024, JURNAL ILMU MANAJEMEN DAN BISNIS

Penelitian ini bertujuan untuk mengetahui komposisi portofolio kredit saat ini pada Bank BNI Sentra Kredit Kecil (SKC) Bandung, menentukan komposisi portofolio kredit yang optimal dan pengaruh komposisi portofolio kredit terhadap return dan risiko kredit.Sumber data yang digunakan dalam penelitian ini bersumber dari data perkreditan yang dimiliki Bank BNI Sentra Kredit Kecil (SKC) Bandung. Jenis data yang digunakan adalah data sekunder, mencakup data bulanan posisi kredit yang diklasifikasikan dalam beberapa sektor ekonomi. Pada penelitian ini penulis mengambil data perkreditan sejak bulan Januari 2010 s/d Maret 2011. Data penelitian yang diambil selama kurun waktu tersebut karena ingin mengetahui komposisi portofolio kredit terkini pada Bank BNI Sentra Kredit Kecil (SKC) Bandung. Metode yang digunakan pada penelitian ini adalah metode Markowitz. Metode ini didasarkan pada teorema sederhana yang disebut dengan efficient set theorem yaitu investor akan memilih portofolio yang optimal...

2024, JURNAL ILMU MANAJEMEN DAN BISNIS

2024, Springer eBooks

Markenführung kommt von Marke. "Mensch, Du bist mir eine Marke", heißt es dazu im Volksmund. Was lehrt uns das? Marken haben etwas mit besonderem Charakter zu tun, sei es bei Menschen oder "Artikeln". Sie stechen hervor aus der Masse. Das heißt zugleich, nicht jeder kann herausragen. Vordergründig für einen kurzen Moment vielleicht, aber nicht tief und nachhaltig. Wer sind solche hervorstechenden Charaktere und wie entstehen sie? Alleskönner? Everybody's Darling? Nein! Der Zehnkämpfer ist auch bei den Olympischen Sommerspielen eine Ausnahmeerscheinung. Führend ist man selten auf allen Gebieten. Die Ecken und Kanten der hier gesuchten Charaktere sind das Ergebnis von Konsequenz und klaren Prinzipien. Ohne Fokussierung auf Weniges sind klare Prinzipien weder für Dritte erkennbar noch mit Konsequenz realisierbar. Verzicht spielt also offenkundig eine große Rolle. Erst dadurch wird die Konzentration auf das, was einem wichtig ist möglich. Auch Ideen vermögen immer dann Anhänger zu mobilisieren, wenn sie einfach und damit reduziert sind. Und was sind Marken zunächst anderen als großartige Ideen zur Generierung eines überlegenen Kundennutzens?

2024, Springer eBooks

Die Einführung von Sales Enablement (SE) steigert die Performance des Vertriebs, wie eine Studie der Firma Highspot (2020) quer durch verschiedene Märkte festgestellt hat. Die Einführung von SE ist von einem starken Umdenkprozess begleitet und muss die Aufgaben der bislang mit Markt-und Kundenverantwortung betrauten Personengruppen in Betracht ziehen. Aus diesem Grund ist es notwendig, sich bei der Einführung von SE über die Aufgabenverteilung zwischen Marketing und Vertrieb Gedanken zu machen. Sie hängt sehr stark von dem betrachteten Industriesektor ab. Es wird gezeigt, dass eine Einteilung der Industriesektoren anhand von Kunden-Produkt-und Transaktionskriterien vorteilhaft ist, da hierbei die jeweils vorliegenden Aufgaben der beiden Abteilungen abgebildet werden und als Grundlage der SE-Einführung zu berücksichtigen sind.

2024, Competitor Relationship Management

2024, Market-Tržište

Purpose-This paper addresses the issues related to the practice of relationship marketing at the organizational level. Considering the infl uence of various factors, this study off ers a theoretical framework necessary to create, maintain, and enhance the business relationship. Design/methodology/approach-The research is based on a systematic review of existing literature, including journal articles, subject-specifi c professional websites, and textbooks on relationship marketing. Literature reviews relating to the Nordic School, Industrial Marketing and Purchasing (IMP) Group Approach, and the North American School are included. Findings-The relationship marketing approach has evolved since the pre-industrial era, and more organizations are embracing this marketing stance in the current, post-industrial era. A theoretical framework that consists of infl uential variables for creating, maintaining, and enhancing relationships is proposed to explore this multidimensional construct. Information on proper con-Sažetak Svrha-U radu se istražuju problemi vezani uz praksu marketinga odnosa i suradnje na organizacijskoj razini. Uzimajući u obzir utjecaj različitih faktora, rad nudi teorijski okvir za stvaranje, održavanje i unapređenje poslovnog odnosa. Metodološki pristup-Istraživanje se temelji na sustavnom pregledu postojeće literature uključujući znanstvene članke iz časopisa, tematski vezane profesionalne web stranice i udžbenike o marketingu odnosa i suradnje. U pregled literature uključeni su pristupi istraživačkih inicijativa Nordic School, Industrial Marketing and Purchasing (IMP) Group te North American School. Rezultati i implikacije-Marketing odnosa i suradnje razvija se od predindustrijskog do poslijeindustrijskog vremena, a sve više organizacija prihvaća ovaj pristup. Za ovaj je multidimenzionalni konstrukt predložen teorijski okvir koji se sastoji od utjecajnih varijabli za stvaranje, održavanje i poboljšanje odnosa. Sintetiziraju se informacije o odgovarajućim uvjetima koje bi marketinš

2024, Journal of Business & Industrial Marketing

Purpose Following industrial network theory, this paper aims to address network behavior from a focal company’s perspective. Special attention is paid to examining the effect of perceptions of the economic crisis on network behavior. Design/methodology/approach The study is built on a quantitative analysis of an empirical database of 300 companies based on a survey completed in 2013 in Hungary. A focal company network behavior model was developed and applied to investigate the link between variables (valuable customer relationships, valuable supplier relationships, relationship strategy and relational outcomes) and the effect of managers’ perceptions about the intensity of the crisis. To obtain a deeper understanding of the effect of the crisis, structural modeling methodology was applied during data analysis. Findings How crises are perceived has a moderating influence on companies’ network behavior. In a context in which a crisis is strongly perceived, valuable customer relationsh...

2023

Beschreibung der Grundgesamtheit nach Branchen und Umsatz Abb. D-1: Zusammenhang der Art der Preisfindung und dem Konditionenerfolg Abb. D-2: Zusammenhang zwischen Methoden und Instrumenten der Ergebnissteuerung und dem Konditionenerfolg Abb. D-3: Zusammenhang zwischen Methoden und Instrumenten der Werbeoptimierung und dem Konditionenerfolg Abb. D-4: Zusammenhang zwischen Methoden und Instrumenten der Preis-und Konditionenanalyse und dem Konditionenerfolg Abb. D-5: Zusammenhang zwischen Methoden und Instrumenten zur Bewertung externer Faktoren und dem Konditionenerfolg Abb. D-6: Zusammenhang zwischen der Informationsversorgung und dem Konditionenerfolg Abb. D-7: Zusammenhang zwischen den gebildeten Steuerungsgruppen und dem Konditionenerfolg Abb. D-8: Zusammenhang zwischen der Einbindung des Controlling und dem Konditionenerfolg Abb. D-9: Zusammenhang zwischen Kontextfaktoren und Konditionenprinzipien (Teil 1) Abb. D-10: Zusammenhang zwischen Kontextfaktoren und Konditionenprinzipien (Teil 2) Abb. D-11: Zusammenhang zwischen Kontextfaktoren und Konditionenprinzipien (Teil 3) Abb. D-12: Zusammenhang zwischen Kontextfaktoren und Konditionenarten (Teil 1) Abb. D-13: Zusammenhang zwischen Kontextfaktoren und Konditionenarten (Teil 2) Abb. D-14: Zusammenhang zwischen den Kontextfaktoren und den gebildeten Steuerungsgruppen Abb. D-15: Zusammenhang zwischen den Konditionenprinzipien und der Konditionenhöhe (Teil 1) Abb. D-16: Zusammenhang zwischen den Konditionenprinzipien und der Konditionenhöhe (Teil 2) Abb. D-17: Zusammenhang zwischen den Kontextfaktoren und dem Konditionenerfolg

2023, Journal of Revenue and Pricing Management

Business School. Before entering academia, she was an Associate Director in the Corporate Finance department of one of the UK's largest accountancy and consultancy houses. Her research interests reflect her specialist commercial knowledge and include strategic management in the hospitality industry, pricing strategies for the hotel industry and the development of tourism and hospitality SMEs.

2023, Psychologie der Wirtschaft

2023, Marketing Arbeitsbuch

2023

Die Automobilhandler in Deutschland stehen seit einigen Jahren vor einer Reihe von neuen und teilweise existenziellen Herausforderungen. So wurden und werden im Neuwagengeschaft die Grundmargen gekurzt und durch leistungsbezogene Bestandteile ersetzt. Zudem nimmt die Zahl der Vertragshandler in Deutschland weiter kontinuierlich ab und grose Handelsgruppen entstehen. Hinzu kommen zahlreiche produkt-, verbraucher- und wettbewerbsbezogene Trends sowie die Neuregelung der Gruppenfreistellungsverordnung fur den Kfz-Vertrieb (GVO). Durch diese Entwicklungen wird die Nutzung des eigenen Wettbewerbsvorteils – dem direkten Kontakt zum Kunden am Point of Sale und Point of Service – immer wichtiger. Das Institut fur Marktorientierte Unternehmensfuhrung (IMU) der Universitat Mannheim und die Unternehmensberatung Prof. Homburg & Partner haben in Zusammenarbeit mit dem Zentralverband des Deutschen Kraftfahrzeuggewerbes (ZDK) eine umfassende Studie zum Thema Kundenorientierung bei fast 900 Automob...

2023

Die gesamtwirtschaftliche Lage, der hohe Wettbewerbs- und Kostendruck sowie die standig steigenden Kundenanforderungen verlangen heute nach einer immer professionelleren Marktbearbeitung der Unternehmen. Insbesondere der Handel als zentraler Vertriebskanal im Industrieguterbereich nimmt aufgrund seines haufig gut ausgebauten Vertriebsnetzes, der Etablierung eigener erfolgreicher Marketing- und Vertriebskonzepte sowie der Nahe zum Kunden eine wichtige Position in der Absatzkette ein. Zusatzlich haben die Konzentrationsprozesse im Handel die Nachfragemacht und damit die Bedeutung des Industriehandels weiter erhoht. Auch wenn die Ausgestaltung der Beziehung zwischen Hersteller und Handel fur viele Hersteller ein zentrales Problemfeld darstellt, nutzen bislang nur wenige Industrieguterunternehmen die Moglichkeiten der Ertragssteigerung durch ein systematisches Handlermanagement aus. Das Institut fur Marktorientierte Unternehmensfuhrung (IMU) der Universitat Mannheim und die Unternehmens...

2023

In relationship marketing most research has focused on the desired outcome without paying much attention to its essential constituents. In acknowledgment, this research explored the key dimensions necessary for the implementation of a relationship marketing strategy. A number of key dimensions of relationship marketing were identified in this research, amongst which are market segmentation, organisational memory, organisational culture, role model, relationship management, service customisation, trust and commitment. This research employed a qualitative case study approach in order to explore the activities involved in the implementation of relationship marketing in hotel groups and to gain a better understanding of the approaches taken by hotels to build, develop and maintain long term customer relationships. The issues underpinning this research

2023, International journal of engineering research and technology

A wireless sensor network is deployed in the hostile environments and over large geographical regions. It is set up by a number of nodes cooperating wirelessly over the restricted frequency and bandwidth. The goal of this survey is to provide the appropriate key management between base stations to sensor node along with the detailed survey of various methodologies used to provide the security in the wireless sensor networks.

2023

Stellenwert von Vertrieb und Verkauf 1 Einführung Lernziele Der Leser weiß um die volks-und betriebswirtschaftliche Bedeutung des Vertriebs und Verkaufs im nationalen und internationalen Bereich und kennt die begrifflichen Unterschiede. Der Leser versteht die zentralen Leitgedanken des Buchs, also die Suche nach dem jeweiligen Kernproblem, das Identifizieren von alternativen Lösungen und deren Bewertung auf Basis theoretisch-konzeptioneller oder empirischer Erkenntnisse oder von Einsichten aus mathematischer Modellierung. Der Leser kennt die Struktur des Lehrbuchs Vertriebsmanagement, in dem die Perspektive des Unternehmens und der Vertriebsleitung eingenommen wird, mit den zentralen Elementen der Vertriebskonzeption, der Verkaufsorganisation, der Verkaufsplanung, des Außendienstmanagements und des Performance Managements.

2023, Industrial Marketing Management

In this paper, the authors analyze 91 key account relationships and 206 ordinary supplier-buyer dyads regarding differences in suppliers' relational behaviors and customers' perceptions of relationship quality (satisfaction, trust, and commitment). The results suggest that whileas compared to ordinary relationshipssuppliers put significantly more effort in "value-creating behaviors" in key account relationships, they do not modify their "value-claiming behaviors" in those dyads. On the customer side, suppliers' increased value creating activities lead to increased commitment. However, customers are neither more satisfied, nor do they trust their suppliers more when they receive key account status.

2023

Selling in a business-to-business context is often synonymous with building relationships with important customers (Ford et al., 2002). The challenge for firms is to create an exchange environment which allows them to sell profitably to other companies while providing enough value to the buyer to ensure that they will continue the business relationship with mutual benefits for all parties involved. Selling companies often use Key Account Management (KAM) to achieve such relationships with strategically important customers (Georges and Eggert 2003; Homburg et al., 2002; Workman et al., 2003). However, creating a KAM structure does not automatically provide value to the selling organization, nor to its buying partner. The specific way in which key accounts are managed, organized, developed, and controlled puts the selling company into a situation which fosters business relationships. As such, the core value of KAM selling is conceptually underdetermined without an understanding of exactly how value is created for the exchange partners. This represents an important conceptual challenge, as value creation is one of the key activities of strategic management (Hamel and Prahalad, 1994). Value also provides the rationale for economic exchanges and as such is at the heart of marketing theory. Recently, the issues of value creation and appropriation in business-to-business marketing have attracted increasing attention (Anderson and Narus 1999; Eggert et al., 2005), especially in relation with KAM. Selling companies may use KAM for many different

2023, Industrial Marketing Management

2023, International Journal of Control Theory and Computer Modeling

A Elliptic curve cryptosystem are become popular because of the reduced number of keys bits required in Comparision to other cryptosystem. In existing work ECC technique are used to describe the encryption data to provide a security over a network. ECC satisfy the Smart cards requirements in term of memory, processing and cost. In existing work ECC cryptographic Algorithm work with a smart card technique. Many existing approaches work with smart card with various Technique and produce a better efficient result. In these review paper, we Define a smart card technique using a ECIES cryptographic algorithm. So These Technique key management using smart card and ECIES.ECC basically based on a discrete logarithm over appoint on an elliptic curve. The ECIES is standard elliptic curve that is totally based on encryption algorithm. Smart Card using ECIES technique in key management technique.

2023, BH Ekonomski forum

Key account management (KAM) in theory is described as a strategic approach distinguishable from account management or key account selling that should be used to endure long-term development and retention of strategic customers. This article presents the importance of key account management orientation in today's business and how it affects the non-financial performance of companies in Bosnia and Herzegovina. Also, we will present the results of ongoing research that aims to identify the influence of key account management orientation on company non-financial performance in different industry sectors. Data were collected from several companies in different industries considering a company as a unit of analysis. Research instrument - questionnaire compromised scales that had been validated and found reliable in previous research. Item total reliability and confirmatory factor analysis will be used to test the reliability and validity of the constructs. Furthermore, the structural...

2023, Industrial Marketing Management

Building on the adaptive application of influence tactics, this study explores the contingent nature of influence tactics in buyer-seller exchanges. Specifically, we examine the differential effectiveness of various influence tactics (i.e., promises, threats, recommendations, information exchange, ingratiation, and inspirational appeals) used by key account managers in driving sales performance under social (i.e., trust) and economic (i.e., switching costs) relational condition. We test the hypotheses with data collected from 250 matched dyads consisting of key account managers from transnational corporations and purchasing managers from the buyer firms in China. The results indicate that when the buyer trusts the seller, emotional tactics are the best; when the buyer has high switching costs, coercive tactics are the most effective; and when the buyer trusts the seller and has high switching costs, rational tactics are recommended. This study contributes to the literature on influence tactics by focusing on the fit between interpersonal influence tactics and interfirm relational condition.

2023, Erfolgreich mit After Sales Services

Das After-Sales-Geschäft mit produktbegleitenden Dienstleistungen hat sich zu einem wichtigen Wachstumsbereich der Produktionswirtschaft entwickelt. Während der vergangenen Jahre haben zahlreiche Herstellerunter anderem aus den Branchen Automobil, Informationstechnologie, Luftfahrt, Maschinenbau, Medizintechnik und Telekommunikation-ihr Dienstleistungsangebot für eigene Produkte am Markt etabliert. Damit konnten sie die zum Teil deutlich spürbaren Rückgänge im Neugeschäft teilweise kompensieren. In einigen Branchen hat dies dazu geführt, dass die strategische Bedeutung des Servicegeschäfts mittlerweile die des eigentlichen Produktgeschäfts übersteigt. Beispielsweise generieren Hersteller von Nutzfahrzeugen mit jedem Neuverkauf so gut wie keinen Gewinn-oft übersteigen die Kosten sogar den erzielten Umsatz. Erst das After-Sales-Geschäft mit Ersatzteilen und Dienstleistungen trägt überwiegend zum Unternehmensgewinn bei. 1 Gleichzeitig haben sich die Strukturen und die Geschäftsprozesse in der Instandhaltung technischer Güter verändert. Lag in vielen Wirtschaftsbereichen wie der Luftfahrt, dem Schienenverkehr und dem Anlagenbau die technische Kompetenz traditionell beim Betreiber und oft auch beim Besitzer der technischen Güter, so haben neue produktbegleitende Dienstleistungen, die von Herstellern angeboten werden, eine Kompetenzverschiebung angestoßen. Marktanalysten gehen davon aus, dass die Gewinnmargen im After-Sales-Geschäft um bis zu zehn Mal höher sind als im klassischen Produktgeschäft. Studienergebnisse sprechen davon, dass Unternehmen der Fertigungsindustrie im Durchschnitt 20 bis 30 Prozent des Umsatzes, jedoch rund 40 Prozent des Gewinns mit produktbegleitenden Dienstleistungen und Ersatzteilen erwirtschaften. Gleichzeitig gilt der After-Sales-Markt als Wachstumsmarkt mit einem hohen Marktvolumen. So macht das Geschäft mit produktbegleitenden Dienstleistungen und Ersatzteilen in den Vereinigten Staaten acht Prozent des Bruttoinlandpro

2023, Jbm Journal of Business Market Management

Even though the importance of Key Account Management (KAM) in building long term buyer-seller relationships is widely recognized in literature this long term perspective of KAM lacks appropriate empirical examination. The purpose of this study is to propose a conceptualization of Key Account Management Orientation (KAMO) as well as to derive an empirical based measure of it. In doing so, we first establish the construct through qualitative research and then using quantitative data from 304 personally administrated interviews we examined the psychometric attributes of the proposed construct. A set of attitude-related and behavior-related dimensions emerge from the study which aggregate to KAMO as a higher-order construct.

2023, Industrial Marketing Management

Business School. His research interests include services marketing, internal marketing, digital marketing, key account management and business-to-business marketing. His work has been published in many American and European prestigious journals Nektarios Tzempelikos is Senior Lecturer in marketing in the Lord Ashcroft International Business School, Anglia Ruskin University. His research interests include key account management, relationship marketing and customer value in the business-to-business context. His research has been

2023, International Journal of Control Theory and Computer Modeling

2023, Journal of Business & Industrial Marketing

Examines possible reasons behind the current rapid growth of national accounts. In particular, it examines how relationship marketing/selling has increased the need for national account programs. The article first provides a review of the national account management literature. Then, findings from the study of national accounts are presented. It provides details concerning how suppliers select customers for national account status. Results suggest that there is considerable overlap among firms in how they select and organize national account management teams. Implications for marketing management are provided and areas for future research are detailed.

2023, Führen von IT-Service-Unternehmen

2023, International Journal of Business Environment

This paper seeks to address the issue of potential risks for fast-moving consumer goods (FMCG) manufacturers arising from an excessive focus on key accounts. In a context of increasing customer concentration, there is a need for a deeper understanding of the key account management phenomenon's consequences. Our conceptual model, which uses structural equations modelling (SEM) measures and confirms that the focus of FMCG manufacturers on KAM effectiveness also implies future risks for them due to an imbalance in the customer portfolio.

2023, Asian Social Science

Many companies attempt to obtain competitive advantage and achieve sustability in their business by establishing strategic alliances with their customers. One of the most significant types of strategic alliance is Key Account Management (KAM). KAM is a systematic supplier initiated programme for managing strategically important customers in business-to-business (B2B) markets. However, the relationship-oriented perspective of KAM has limited empirical examination, and most of the studies were mainly conducted in developed countries such as United States of America, Europe, East Asia, Africa, and Oceania. The aim of this paper is to review KAM literature since 1950s, and to identify its drivers and research challenges. The review found that KAM is evolved from Relationship Marketing (RM) and it involves the adoption of collaborative ways of managing key account relationships as compared to traditional transactional practices to achieve an effective KAM relationship. The paper concludes that implementation of KAM could enhance performance of suppliers.

2023, Events

Die vorliegende Abhandlung versucht aufzuzeigen, daß das Event im marketingpolitischen Zusammenhang eine strategische Bedeutung im Rahmen der Kommunikationspolitik zugewiesen bekommen kann. Hintergrund dieser prominenten Stellung ist das Potential des Events zur Gestaltung von Kundenbeziehungen und die damit verbundene metakommunikative Funktion (vgl. Sistenich 1999).

2023

Dos Werk ein sc hließlich aller seine r Teile ist urheberrechtlich geschützt. Jede Verwertung außerhalb der engen Grenzen des Urheberrechtsg esetzes ist ohne Zustim mung des Verlages unzulä ssig und strafbor. Dos gilt in sbesond ere für Ve rvielfäl tigungen, Uberse tzungen, Mikroverfilmung en und die Einspeicherun g und Verarbeitung in elektronisch en Systemen. Höchste inhaltliche und technis che Qualität unserer Produkte ist unser Zie l. Bei der Produkti on und Verbreitung unserer Büche r wollen wir die Umwelt schonen. Dieses Buch ist deshalb auf säu refreiem und chlorf rei geble ichtem Papi er gedruckt. Di e Einsc hweißfol ie besteht a us Polyäthylen und damit aus organischen Grundstoffe n, die weder bei der Herstellung noch bei der Verbrennung Schadstoffe freisetze n. Die Wiedergabe von Gebra uchsnom en, Handelsnomen, Worenbezeichnungen usw. in diesem Werk berech tigt ouch ohn e besondere Kenn ze ichnung nicht zu der Annahm e, daß so lche Nom en im Sinne der Warenzeichen-und Markenschutz-Gesetzgebung als frei zu betrach ten wären und da her von jedermann benutzt werden dijrften.