Skip to main content

Managers@Work: Leveraging Synergies Between R&D and Key Account Management to Drive Value Creation

Buy Article:

$30.60 plus tax (Refund Policy)


OVERVIEW: Customer integration into the innovation process, including the fuzzy front end, is increasingly being adopted by firms in search of new innovation and value-creation opportunities. Through a case study of Altana, a specialty chemicals company with worldwide R&D and sales operations, we find that a closer collaboration between R&D and key account management (KAM) unlocks synergies and value creation potential while avoiding the negative side effects of customer integration. Specifically, we describe the motivation for leveraging synergies between R&D and KAM, the location of potential synergies in the innovation process, and ways to foster meaningful alignment and engagement. Following an explanation of observed outcomes of the collaboration, we derive managerial implications.

Keywords: Collaborative innovation; Customer integration; Key account management

Document Type: Research Article


Publication date: May 1, 2012

More about this publication?

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more