From KAM to KARMA: The evolution of Key Account Management for co-creation of value
Conference item
Veasey, C. and Lawson, A, 2020. From KAM to KARMA: The evolution of Key Account Management for co-creation of value. British Academy of Management.
| Authors | Veasey, C. and Lawson, A, |
|---|---|
| Abstract | This study investigates Key Account Management (KAM) from a Marketing and Business-to-Business (B2B) perspective. A review of literature finds that in recent years marketing scholars have proposed that KAM has developed from its traditional roots in sales management to having a greater focus on relational aspects to co-creation of value. However, whilst the principles of Customer Relationship Management (CRM) to co-creation of value are well grounded within the marketing literature there are no theoretical models proposed for the practical application within KAM. To develop a new theoretical model for KAM by analysing the development of KAM over the past 30 years from a process driven discipline to today’s more complex arena that draws on CRM, SDL and co-creation of value. Secondary analysis of literature, analysis of KAM as a discipline, followed by analysis of definitions of KAM from the past 30 years. The emphasis of KAM has evolved into a Key Account Relationship Management Approach (KARMA), and a new theoretical model has been developed. New theoretical model proposed based on the KARMA approach. |
| Keywords | Key Account Management (KAM); Co-creation of value; Service-dominant logic (SDL); Customer Relationship Management (CRM); Key Account Relationship Management |
| Year | 2020 |
| Publisher | British Academy of Management |
| Web address (URL) | http://conferences.academicjournals.org/cat/social-sciences/34th-annual-british-academy-of-management-conference |
| hdl:10545/625966 | |
| File | File Access Level Restricted |
| File | File Access Level Restricted |
| File | License File Access Level Open |
| Output status | Published |
| Publication dates | 03 Sep 2020 |
| Publication process dates | |
| Deposited | 03 Sep 2021, 08:16 |
| Accepted | 03 Aug 2020 |
| Contributors | University of Derby |
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