A Configurational Perspective on Key Account Management  

Oleh:

Homburg, Christian ; Jensen, Ove ; Workman, John P., [Jr.]

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 66 no. 2 (2002), page 38-60.
Topik: MANAGEMENT; configurational perspective; key account management

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

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 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, and (4) approach formalization. Adopting a configurational perspective to organizational research, the authors then use numerical taxonomy to empirically identify eight prototypical KAM approaches on the basis of a cross - industry, cross - national study. The results show significant performance differences among the approaches. Overall, the article builds a bridge between marketing organization research and relationship marketing research.

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