Attitudes and behaviours of key account managers: Are they really any different to senior sales professionals?

This study investigates the range of attitudes and behaviours exhibited by Key Account Managers (KAMs) in their roles as customer relationship managers. Specifically, we test whether KAMs exhibit different behaviours and attitudes towards relationship management compared to other sales professionals based on a range of assumptions currently theorized but untested in the Key Account Management (KAM) literature. Utilizing the existing theoretical models of a KAM role we identify six major areas of relational behaviour assumed in the literature to separate the KAM from the sales professional. Drawing on a cross sectional quantitative study of 10 organizations and 409 key account managers, sales managers, and senior sales executives we explore goal orientation, planning, customer embeddedness, strategic prioritization, adaptability and internal management behaviours of our groups and find that, in certain managerial tasks, KAMs do indeed exhibit many of the different behaviours and attitudes predicted in the literature. However, in many customer-facing, goal orientated and revenue generating activities, contrary to expectations, they display similar attitudes and behaviours to those in senior sales roles. This challenges the way that the KAM role has previously been conceptualized. Our findings raise a potential issue for senior managers, since KAMs' unexpectedly short term orientation may lead to insufficient consideration of the strategic consequences of their decisions for these key customer relationships.     

Global account management: a supply-side managerial view

The purpose of this paper is to provide a theory-based explanation for the adaptive variations in a supply manager's role within a global account management (GAM) relationship. The variations in a supply-side manager's role are explained using a combined knowledge-based view and relational contracting theoretical perspective. The demands of the global customer, which constrain the supply managers' role adaptation, present a unique set of challenges to organizations supplying in global accounts. The new managerial competencies, required for effective global account supply management under global customer's constraints, are described. In conclusion, specific managerial actions are recommended for effective global account supply management, which are intended to engender the development of trust and social capital in the global customer-supplier relationship.     

Strategic marketing in global supply chains: Four challenges

Supply chain management has emerged as a critical arena in which firms can find significant cost reduction opportunities, giving them a cost advantage over competitors. When supply chain management orientations are adopted by several firms in a supply chain, together they can significantly reduce supply chain costs pitting supply chain against supply chain. However, the pursuit of cost savings opportunities is not the only objective of supply chain management. Superior supply chain management can facilitate marketing strategy and lead to the creation of superior customer value, satisfaction, and loyalty, which in turn lead to improved product profit margins, overall firm profitability, and overall corporate growth. However, marketing strategy is problematic in global supply chains. Specifically, four significant strategic marketing challenges exist that relate to the development and execution of marketing strategy in global supply chains. This article draws attention to these challenges to stimulate managerial and research efforts that will move marketing strategy through the 21st century.     

The impact of strategic account managers' behaviors on relational outcomes: An empirical study

This paper explores the impact of some behaviors of strategic account managers on the relational outcomes of the relationships they are in charge of. Based on a review of literature on personal selling and strategic account management, we contribute to a greater understanding of the role of specific strategic account managers' behaviors in fostering synergistic solutions, role performance and customer trust. Results of the empirical study clearly show that the use of customer orientation has a strong influence on customer trust by increasing strategic account managers' role performance and stimulating synergistic solutions. Conversely, a selling orientation negatively affects synergistic solutions, thus decreasing customer trust. Finally, team selling has a positive impact on the attainment of synergistic solutions, thereby fostering customer trust. Based on these findings, managerial and research implications are discussed.     

What's next in key account management research? Building the bridge between the academic literature and the practitioners' priorities

This research contrasts the academic literature on key account management (KAM) with the topics in this subject that are most critical to practitioners. Sixty four academic articles published in 17 journals, and ninety practitioners' articles appearing in the Velocity Magazine — published by the Strategic Account Management Association — were content analyzed and classified under ten ‘topic’ categories. Similarities and differences in the results for academics and practitioners are discussed. In addition, two specific topics were identified as being extremely important to managers but still under-researched by academics: the role of senior management in KAM, and the importance of internal alignment in determining KAM success.     

Managing customer relationships: Account manager turnover and effective account management

Managing relationships with customers and clients is a critical task for industrial sales organizations. This paper reports on research that focuses on improving client relationships through effective handling of account manager turnover and improved account management. Even in situations where account manager turnover is high, the relationship between the company and the SME client does not suffer if the account management turnover process is well managed. When account manager turnover is not well managed, customer satisfaction suffers. The research also identifies eleven specific management activities that are highly related to supplier satisfaction with both the account manager and the supplier financial institution.     

Customer-supplier partnerships: Perceptions of a successful key account management program

Key account management (KAM) is regarded as one of the significant marketing trends over the last few years. This study investigated the perceptions of suppliers and key account customers regarding the success factors of customer-supplier partnerships. The results are reported from a survey of 92 suppliers and 98 key account customers. Analysis of the results indicates that suppliers and their key account customers have similar perceptions of the key success factors in the customer-supplier partnership. Finally, recommendations for the development or improvement of a KAM program are presented.     

Linking account portfolio management to customer information: Using customer satisfaction metrics for portfolio analysis

When appropriate variables are used, account portfolio analyses engender a convenient framework for the relationship composition of companies and allow management to reconsider which customers and relationship dimensions need attention. Based on an industrial company's key account relationships, the portfolio approach considered in this study employs Customer Satisfaction (CS) metrics as a portfolio dimension and suggests a new and more customer oriented approach to account portfolio analysis. Proposed portfolio matrices provide insights into the strength and stability of customer relationships. Furthermore, the matrices force managers to adopt a future perspective on customer relationships by evaluating the business potential of customers along with CS information and allow prioritization with respect to resource allocation. The study attempts to put forward customer heterogeneity in industrial markets and offers a managerial guideline embracing customer specific marketing actions. In addition, the paper proposes a new use for CS information in strategic decision making.     

The political economy of satellite business

Satellite communications systems are the outcome of the fusion of big governments, high technology and big business, whose needs they meet. As a major growth sector they are becoming extremely important in economic terms. But satellite communications raise wider issues of the relationships between rich and poor countries and within rich countries. They will crucially influence the location of economic activity and the future prospects for countries in terms of access to information, decision making and income. The article discusses these questions and suggests how Europe might improve its position. It also argues that participation in public policy on satellite communications should be opened to a wider range of parties.     

Relationship keyness: The underlying concept for different forms of key relationship management

For companies, relationships with external actors may constitute intangible assets. Many firms have put in place key account management programs in order to pay sufficient attention to strategically important customers and the marketing literature has studied such programs. However, a company's relationship portfolio also comprises relationships with other types of actors. The objective of this paper is to show that - across the different types of external relationships a company may develop - some relationships have more importance than others and, hence, are key. The authors argue that, as a consequence, the keyness of certain relationships has led to the emergence of approaches which can be referred to as key relationship management. For this purpose, the authors first present empirical material on the management of relationships between companies and their partners in strategic alliances from the French IT sector. They then discuss the concept of keyness as well as the common characteristics of different forms of key relationship management such as key account management, key supplier management and strategic alliance management.     

A theory of global strategic alliances: The case of the global auto industry

The theory articulated in this paper suggests that the desire to reduce demand and competitive uncertainty are two separate, important motives for alliance formation. Taking this as a starting point, we predict the configuration of horizontal alliances that we might expect to observe within an industry when firms experience these uncertainties to different degrees. An empirical test of this theory using data from the global auto industry yields results consistent with the view (1) that alliances are a device for reducing both the uncertainties that arise from unpredictable demand conditions and those that arise from competitive interdependence, and (2) that variation of demand uncertainty and competitive uncertainty across firms explains differentials in both the intensity and structure of their horizontal alliance activity.     

Are key account relationships different? Empirical results on supplier strategies and customer reactions

In this paper, the authors analyze 91 key account relationships and 206 ordinary supplier-buyer dyads regarding differences in suppliers' relational behaviors and customers' perceptions of relationship quality (satisfaction, trust, and commitment). The results suggest that while - as compared to ordinary relationships - suppliers put significantly more effort in “value-creating behaviors” in key account relationships, they do not modify their “value-claiming behaviors” in those dyads. On the customer side, suppliers' increased value creating activities lead to increased commitment. However, customers are neither more satisfied, nor do they trust their suppliers more when they receive key account status.     

The framework of a global company: A conceptualization and preliminary validation

Clearly, a substantial challenge for multinational corporations (MNCs), in the current environment of intensified competition and rapid industry consolidation, is one of much greater worldwide integration. Necessitated by intense competitive pressures, MNCs are integrating their disparate country operations in order to achieve economies across markets and operating units. This article integrates the motives and facilitators of the progression towards commonality in practices and metrics across subsidiaries and affiliates into a comprehensive framework of a global company. Preliminary results from a pilot study of the characteristics of common global practices among a sample of MNCs are presented as an initial validation of the conceptualization. The article also explores the benefits MNCs derive from the implementation of common practices across their worldwide operations, in pursuit of a global strategy.     

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

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.     

The intersection of strategic management and supply chain management

Strategic management and supply chain management (SCM) have overlapping interests, yet there has been little exchange between them. We examine areas of overlap and suggest how insights from each field can complement and support the other. Specifically, several of strategic management's theories and its emphasis on explaining firm profits should be useful to SCM. SCM offers to strategic management a new level of analysis and possibly a new type of organization. Overall, we argue that increased interaction between these important areas will benefit knowledge development in both and thereby enhance organizations' ability to meet their goals.     

The outcome of company and account manager relationship quality on loyalty, relationship value and performance

This study explores the effects of perceived relationship quality of the company and account managers with customers. It examines the effects of both types of relationship quality on relationship outcomes including: loyalty, relationship value, and performance. Consistency and relationship-specific investments are tested as mediating constructs between relationship quality and relationship outcomes. The model was tested in the automotive parts industry in Brazil. Findings indicate that relationship quality with account managers is directly related to loyalty and perceptions of relationship value. However, relationship quality with the firm is related to loyalty indirectly, through relationship-specific investment. Further, perceptions of consistency do not mediate the linkage between relationship quality with the company and account managers and specific investments. Theoretical and managerial implications of the findings are presented.     

Sizing up information and communication technologies as agents of political development in sub-Saharan Africa

It is widely speculated that the emergence of modern information and communication technologies (ICTs) will boost political development in the developing world. This expectation anchors on solid foundation since, presumably, the ICT revolution would radically alter access to information, dislodge entrenched social cleavages, and unleash new patterns of citizen consciousness and civic engagement by hitherto marginalized mass publics, and orchestrate new and decisive political equilibriums. This research provides an empirical assessment of the impact of ICTs on political development in sub-Saharan Africa. The analysis suggests that speculation about the potential for ICTS to enhance political development in the sub-Sahara is not unrealistic. The levels of phone, computer, and Internet diffusion are associated with political development, although only the effect of the phone remains once other variables are specified. The phone is the most robust of all individual factors explaining variations in political development. However, the effect of ICTs on political development can neither be certified as revolutionary, nor can they be codified as panacea.     

The political economy of a productivist agriculture: New Zealand dairy discourses

The New Zealand dairy industry faces political and commercial pressure to improve its environmental performance on the one hand while maintaining economic efficiency and commercial competitiveness in a global marketplace on the other. The growing scale and intensity of dairy production have caused significant cumulative environmental impacts. The industry response to political pressures for improved environmental performance has involved a narrow focus on water quality and pasture management. It is consistent with an approach which seeks to maintain size and industrial leverage in the face of global trade competition. This paper explores the productivist constructions of environmental management by the New Zealand dairy industry in the context of global economic competition and notes an alternative response inspired by an ethic of sustainability. It suggests that despite global pressures of economic competition, it is possible to incorporate non-material values into farm management provided these are recognised and rewarded.     

Testing a model of reasoned risk‐taking: governance,the experience of principals and agents,and global strategy in high‐technology IPO firms

Research on the governance of risky ventures, like the initial public offerings (IPOs) of high‐technology firms, has focused primarily on the relationship between governance mechanisms and firm performance. While such an emphasis is clearly important, it does little to shed light on potential relationships between governance and the strategies pursued by risky firms, nor does it take into account the complementary role of key stakeholders in affecting those strategies. To partially remedy this deficit we integrate agency and behavioral perspectives to develop a theory of ‘reasoned risk‐taking,’ whereby the nature of risks undertaken is a consequence of the interaction of governance mechanisms and stakeholder characteristics. We demonstrate our theory by predicting when corporate governance should be associated with strategic risk‐seeking beyond a firm's technical core—as seen in the degree to which it has expanded internationally. Surprisingly, even though venture capitalists (VC) are risk specialists, we find that technology‐based IPO firms are less likely (i.e., a negative relationship) to have extensive global sales when they are backed by a VC. In support of our reasoned risk‐taking theoretical framework, we find that VCs are indeed risk‐seeking when VC backing is complemented by the international experience of their board appointees, top management team (TMT) members, or both. IPO firms with significant insider ownership are similarly global risk‐seekers, and those effects are strongest with an internationally seasoned board and TMT at the helm. Copyright © 2003 John Wiley & Sons, Ltd.     

Moderating the impact of global sourcing on inventories through supply chain management

In recent years, companies have paid growing attention to supply chain management at a global level. With regard to the upstream part of the supply chain, the need for better suppliers, the research into specific competences and concerns related to international competition have forced companies to improve their ability to cope with suppliers located in different countries around the world. The literature suggests that the geographical distance of suppliers should create higher inventory levels primarily because of longer and more uncertain lead times. However, as this paper aims to demonstrate, companies can limit this effect by means of specific investments in the supply chain and in their relationships with suppliers. The empirical analysis is based on data from the last edition of the International Manufacturing Strategy Survey (IMSS). The results show that companies performing global sourcing have invested in supply chain management (SCM) and that this has been helpful in keeping their inventories under control.