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Key account selection as a political process : Conceptual foundation and exploratory investigation
in Industrial Marketing Management, 90
Voir la revue «Industrial Marketing Management»
Autres numéros de la revue «Industrial Marketing Management»
Key account management (KAM) is an approach to sales management in which customers with high strategic importance for a company are identified and receive particular management attention. Selecting KAs is one of the most fundamental processes in KAM. This research aims to provide a detailed understanding of the nature of KA selection. Our qualitative study shows that KA selection is not only a technical process, but has political importance for different actors in a company. Drawing on research
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on organizational politics and the political economy paradigm we discuss the facets of companies' internal and external power-related, political factors as well as economic, ‘rational’ elements in KA selection. We close with a discussion of implications and avenues for future research.
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