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Unpicking the meaning of value in key account management

Author

Listed:
  • Catherine Pardo

    (EM - EMLyon Business School)

  • Stephan Henneberg
  • Stefano Mouzas
  • Peter Naudé

Abstract

Purpose – This article aims to build on existing literature on value and proposes new perspectives and facets of relational value in key account management (KAM). Design/methodology/approach – Building on traditional value perspectives, value in KAM is conceptually deconstructed and linked with strategic value approaches. Findings – The article finds that a multifaceted key account value perspective includes three different types of value: exchange value, proprietary value, and relational value. Depending on the type of value constellation within a KAM relationship, a number of distinct key account value strategies are presented and discussed. Originality/value – The article provides an innovative concept of value in strategically important business-to-business relationships. Based on this, several strategic implications regarding the management of value are derived which enable further empirical research and a more nuanced managerial approach towards KAM. Keywords Key accounts, Sales management, Value analysis

Suggested Citation

  • Catherine Pardo & Stephan Henneberg & Stefano Mouzas & Peter Naudé, 2006. "Unpicking the meaning of value in key account management," Post-Print hal-02311677, HAL.
    • Handle: RePEc:hal:journl:hal-02311677
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    Cited by:

    1. Lino Cinquini & Andrea Tenucci, 2011. "Management Accounting for Service: A Research Agenda," Working Papers 201102, Scuola Superiore Sant'Anna of Pisa, Istituto di Management.
    2. Salojärvi, Hanna & Sainio, Liisa-Maija, 2015. "CRM technology and KAM performance: The mediating effect of key account-related knowledge," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 8(1), pages 435-454.
    3. Sandesh, Sadasivan Pillai & .S, Sreejesh & Paul, Justin, 2023. "Key account management in B2B marketing: A systematic literature review and research agenda," Journal of Business Research, Elsevier, vol. 156(C).
    4. Hochstein, Bryan & Voorhees, Clay M. & Pratt, Alexander B. & Rangarajan, Deva & Nagel, Duane M. & Mehrotra, Vijay, 2023. "Customer success management, customer health, and retention in B2B industries," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 912-932.
    5. Gounaris, Spiros & Tzempelikos, Nektarios, 2012. "Conceptualization and measurement of key account management orientation," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 5(3), pages 173-194.
    6. Corsaro, Daniela, 2019. "Capturing the broader picture of value co-creation management," European Management Journal, Elsevier, vol. 37(1), pages 99-116.

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