From KAM to KARMA: The evolution of Key Account Management for co-creation of value

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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.
AuthorsVeasey, 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.

KeywordsKey Account Management (KAM); Co-creation of value; Service-dominant logic (SDL); Customer Relationship Management (CRM); Key Account Relationship Management
Year2020
PublisherBritish Academy of Management
Web address (URL)http://conferences.academicjournals.org/cat/social-sciences/34th-annual-british-academy-of-management-conference
hdl:10545/625966
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Output statusPublished
Publication dates03 Sep 2020
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Deposited03 Sep 2021, 08:16
Accepted03 Aug 2020
ContributorsUniversity of Derby
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