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Unpicking the meaning of value in key account management

Catherine Pardo (EM Lyon, Lyon, France)
Stephan C. Henneberg (International Marketing and Purchasing Research Centre, School of Management, University of Bath, Bath, UK)
Stefanos Mouzas (International Marketing and Purchasing Research Centre, School of Management, University of Bath, Bath, UK)
Peter Naudè (Manchester Business School, Manchester, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 November 2006

4425

Abstract

Purpose

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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

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Building on traditional value perspectives, value in KAM is conceptually deconstructed and linked with strategic value approaches.

Findings

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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

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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

Citation

Pardo, C., Henneberg, S.C., Mouzas, S. and Naudè, P. (2006), "Unpicking the meaning of value in key account management", European Journal of Marketing, Vol. 40 No. 11/12, pp. 1360-1374. https://doi.org/10.1108/03090560610702858

Publisher

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Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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