A Configurational Perspective on Key Account Management

Homburg, Christian ; Workman, John P. ; Jensen, Ove

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URL: https://ub-madoc.bib.uni-mannheim.de/8063
URN: urn:nbn:de:bsz:180-madoc-80637
Document Type: Working paper
Year of publication: 2002
The title of a journal, publication series: Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Volume: W053
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
Publication language: English
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 330 Economics
Abstract: 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 very 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, (4) Approach Formalization. Adopting a configurational perspective to organizational research, the authors then use numerical taxonomy to empirically identify eight prototypical KAM approaches based on a cross-industry, cross-national study. The results show significant performance differences between the approaches. Overall, the paper builds a bridge between marketing organization research and relationship marketing research.

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