Key Account Management (Marcos-Cuevas 2014) (Precursors of KAM…
Key Account Management (Marcos-Cuevas 2014)
KAM systematic selection, analysis and management of the most important current and potential customers of a company.
Precursors of KAM implementation , Davies and Ryals (2009)
an organizational culture that supports KAM
measurement of the performance of the KAM program
changes in organizational struc- ture to accommodate KAM
IT systems aligned to support KAM
Important prior implementation
decisions around the extent of KAM formalization
organizations have to make a decision to implement a KAM program
Type for the KAM
Level of implementation
the new team can be established or new structures
Key Account Manager!
support functions administration, ﬁnance, legal, marketing, logistics, and information systems.
Case Study 1
First company: the research, development, manufacturing and marketing of pharmaceuticals products
Second company:Infrastructure Services Company
Third company: Legal Services Firm
Fourth company: Training Company
Stage 1: Organization's motives and expectations
Stage 2: the processual nature of KAM implementation and its associated dilemmas.
Design and roll out of key account plans
needed to be constantly updated
Type of incentive schemes to support new KAM initiatives
Keeping the account manager allocated t
The sourcing of investments