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Veraenderungen des Key Account Managements durch die Digitalisierung. Konzeptionelle Ueberlegungen und empirische Untersuchungen

Author

Listed:
  • Schunke, Martin

Abstract

Das aktuelle Thema der Digitalisierung wird mit dem Key Account Management (KAM) verbunden und aus wissenschaftlicher Perspektive beleuchtet. Ziel ist es, auf verschiedenen Ebenen die Veraenderung fuer das KAM und die Arbeit der Key Account (KA) Manager zu erforschen. Die Hauptforschungsfrage lautet: Wie veraendert sich das KAM durch die Digitalisierung? Mittels einer bibliometrischen Analyse in Form einer Meta-Review werden Forschungsfelder identifiziert, der Begriff Digitalisierung definiert und wichtige Elemente der Digitalisierung im B2B-Bereich ermittelt. Ein Modell, welches die vielfaeltigen Verknuepfungen zwischen KAM und Digitalisierung aufzeigt, wird praxisnah in einer Fallstudie getestet. Die Ergebnisse werden in einer Fokusgruppe hinterfragt, vertieft und bestaetigt. Schliesslich werden theoretische und praktische Implikationen ausgewiesen.

Suggested Citation

  • Schunke, Martin, 2019. "Veraenderungen des Key Account Managements durch die Digitalisierung. Konzeptionelle Ueberlegungen und empirische Untersuchungen," Books, Rainer Hampp Verlag, number 9783957103521.
    • Handle: RePEc:rai:rhbook:9783957103521
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    More about this item

    Keywords

    Key Account Management; Digitalisierung; Digitalisierungsstrategie; Systeme;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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