Unpicking the meaning of value in key account management

Authors: Pardo, Catherine; Henneberg, Stephan C.; Mouzas, Stefanos; NaudÃž, Peter

Source: European Journal of Marketing, Volume 40, Numbers 11-12, 2006 , pp. 1360-1374(15)

Publisher: Emerald Group Publishing Limited

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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

Document Type: Research article

DOI: http://dx.doi.org/10.1108/03090560610702858

Publication date: 2006-11-01