Relational selling strategy and key account managers' relational behaviors: an exploratory study

in Industrial Marketing Management, 36 (1)

ISSN : 0019-8501

Pardo, Catherine (19..-....) ; GUENZI, Paolo ; GEORGES, Laurent

Voir la revue «Industrial marketing management»

Autres numéros de la revue «Industrial marketing management»

Many companies see key account management as a potentially successful way to implement a relational strategy. Nevertheless, the literature suggests that strategy implementation at the sales force level is difficult to achieve, mainly because salespeople may not understand – nor accept – what they are requested to do. Despite their relevance, behaviors of key account managers have poorly been investigated. This article defines and tests a model of relational selling behaviors from the part of ... key account managers. Results show that the perception of the adoption of a relational selling strategy is associated with some specific key account managers' behaviors (customer-oriented selling, adaptive selling and team selling), but not with others (organizational citizenship behaviors). These findings suggest that potential discrepancies can exist between a relational selling strategy and its implementation at the key account manager level. Based on these results, theoretical and managerial implications are discussed.

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