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An empirical investigation of key account management activities: A multiple-case study in the B2B sector
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: Since the development and retention of relationships with customers became an important part of organizations´ business, key account management is in progress. The key account management of organizations goes through several stages and each stage has its own characteristics that have to be paid careful attention to. The final goal is to attain complex relationships with strategically important customers in which the organization in cooperation with the customer creates value to the market. However, this goal is not as easy to reach as it seems and as a consequence there is a need for the coordination of supplier activities.

 

Purpose: The purpose of this study is to investigate the activities that are undertaken by key account managers for the retention and development of relations with key customers. The research seeks to answer the following questions:

- What activities are in focus for the retention and development of strategic relationships with key accounts?

- How these activities are initiated and performed?

 

Methodology: For the investigation of the purpose a qualitative research approach with multiple-case study design were employed. Six key account managers from two organizations were chosen for semi-structured interviews.

 

Conclusion: The interviews revealed that the selection and evaluation of the organizations´ customers is broadly exercised. However, many components of key account management are not in use and as a result, the work of key account managers only partly parallel the depictions of the literature. The activities are rather limited and the intensity of their implementation follows regular pattern.

Place, publisher, year, edition, pages
2012. , 64 p.
Keyword [en]
Key Account Management (KAM), inter- and intra-organizational activities and KAM strategy formulation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-21868OAI: oai:DiVA.org:lnu-21868DiVA: diva2:558209
Educational program
Marketing Programme, 180 credits
Presentation
2012-09-27, K3126, Georg Lückligs väg 5, 351 95 Växjö, 13:05 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-10-02 Created: 2012-10-02 Last updated: 2012-10-02Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf