Implementing key account management: Intraorganizational practices and associated dilemmas

Javier Marcos-Cuevas, Satu Natti, Teea Palo, Lynette Ryals

Research output: Contribution to journalArticlepeer-review

Abstract / Description of output

Over the last few decades, key account management (KAM) has become a widespread approach to creating value in strategic customer relationships. Research in KAM has often focused on the role of the key account manager, taking a customer interface perspective and adopting cross sectional methods. We contribute to the KAM body of knowledge by presenting a novel longitudinal study of the intraorganizational decisions and dilemmas faced by leaders when implementing KAM programs. Our findings demonstrate that deploying KAM involves the continual balancing and harmonization of strategic and operational practices. In particular, we show that KAM programs become embedded when firms create structural as well as individual support systems and when long-term aims can be reconciled with the need for short term deliverables.
Original languageEnglish
Pages (from-to)1216-1224
JournalIndustrial Marketing Management
Issue number7
Early online date19 Jul 2014
Publication statusPublished - 1 Oct 2014

Keywords / Materials (for Non-textual outputs)

  • key account management
  • strategic customers
  • relationship marketing
  • strategic sales


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