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| Author: | Piercy, N Nikala, L. |
| Title: | The underlying vulnerabilities in key account management strategies |
| Journal: | European Management Journal
2006 : APR-JUN, VOL 24:2-3, p. 151-162 |
| Index terms: | accounts management business-to-business customer relationship management (crm) customer relations |
| Freeterms: | key accounts key account management buyer-seller relations |
| Language: | eng |
| Abstract: | Key Account Management (KAM) is evolving to meet the escalating demands from major business-to-business customers. It promotes cooperation, joint problem-solving and integration in a new model of buyer-seller interaction. Many companies are spending large amounts of money building KAM structures, which might, however, be built on dubious assumptions. It can be argued that in many cases KAM strategy is seriously flawed and will fundamentally damage many of the supplier companies who have adopted it. One should understand the inherent weaknesses in KAM strategy to balance these against potential benefits, and to develop stronger alternatives to managing relationships with major customers. |
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