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This study aims to examine what the role of key account teams is in the management of international key account customers in terms of customer knowledge processing behaviours of the supplier, esprit de corps of employees and supplier's key account performance.

Survey data from large industrial firms in Finland are used to compare the differences between supplier firms having a team and those not having a team for managing the key account customer.

The results reveal a higher perceived level of customer‐knowledge acquisition, dissemination and utilisation, and of suppliers' key account performance, in the group representing team‐based key account management compared with the non‐team group.

The article is one of the first studies in which the role of teams in the management of international key account customers is examined based on empirical, quantitative data.

The purpose of this paper is to explore a contributing factor – communication – within a team as well as with a client. Organizations that rely on key account teams for strategy implementation may find their “best laid plans” thwarted by communication problems associated with such teams.

This paper is based on depth interviews and content analysis. The authors analyze what team members and team leaders say and count positive/negative terms about communication within teams and with clients. These counts of such terms as a proportion of interview length are compared to the actual team success.

Negative comments about communication within the team focus on difficulty and positive comments focus on support. Interestingly, however, the best indicator of whether a team has succeeded in selling its key account is the extent of negative expressions about communication from key account managers. Presumably, the structure of key account teams gives them an extra leadership burden, and the authors’ see a relationship between their perception of communication shortcomings and success or failure.

The authors recommend investigating communication issues when strategy implementation depends on key account teams, but because this study is conducted using a qualitative method with one company, its results cannot be projected. The authors simply demonstrate what a company could learn from conducting its own study and comparing results to its sales success.

Little research has examined communication in key account teams or linked it to sales success.

This study aims to address how and why do formal key account management (KAM) programmes hinder effective KAM management, and how can the problems of formalization in KAM be overcome. Recent empirical studies have reported an unexpected negative relationship between KAM formalization and performance.

An 18-month (340 days) ethnographic investigation was undertaken in the UK-based subsidiary of a major US sports goods manufacturer. This ethnographic evidence was triangulated with 113 in-depth interviews.

This study identifies how and why managerial reflexivity allows a more effectively combining of formal and post-bureaucratic KAM practices. While formal KAM programmes provide a means to initiate, implement and control KAM, they have an unintended consequence of increasing organizational bureaucracy, which may in the long-run hinder the KAM effectiveness. Heightened reflexivity, including “wayfinding”, is identified as a means to overcome many of these challenges, allowing for reflexively combining formal with post-bureaucratic KAM practices.

The thesis of this paper starts a new line of reflexive KAM research, which draws theoretical influences from the post-bureaucratic turn in management studies.

This study seeks to increase KAM implementation success rates and long-term effectiveness of KAM by conceptualizing the new possibilities offered by reflexive KAM. This study demonstrates how reflexive skills (conceptualized as “KAM wayfinding”) can be deployed during KAM implementation and for its continual improvement. Further, the study identifies how KAM programmes can be used to train organizational learning regarding KAM. Furthermore, this study identifies how and why post-bureaucratic KAM can offer additional benefits after an organization has learned key KAM capabilities.

A new line of enquiry is identified: the reflexive-turn in KAM. This theoretical position allows us to identify existing weakness in the extant KAM literature, and to show a practical means to improve the effectiveness of KAM. This concerns, in particular, the importance of managerial reflexivity and KAM wayfinding as a means to balance the strengths and weaknesses of formal and post-bureaucratic KAM.

The paper seeks to present research that examines the success factors for key accounts within firms, i.e. what factors lead to successful versus unsuccessful key accounts.

Data from a consulting firm are analyzed to examine the success factors for key accounts within firms.

The results suggest that marketers' relational assets, personal/social bonds, dissatisfaction, and change in environment are the primary drivers of key account success.

The paper summarizes one's understanding in this area and provides additional data that will allow firms to re‐evaluate their strategies regarding success of specific key accounts. In the light of the sample, additional studies are suggested.

Marketers need to invest more in relational assets, personal/social bonds, and satisfaction activities as well as monitor changes in the environment.

Key accounts have become an integral part of most business firms, as key account teams are created to provide extra attention to important customers and to allow a consolidation of selling activities to geographically dispersed large customer firms. Previous research has examined the success factors of key account programs between firms and this paper provides data on the success factors of key accounts within firms.

The purpose of this paper is to explore top managers’ role in key account management.

The possible actions that could be performed by a top manager were investigated in 12 case studies. These actions were grouped into key account managers and teams, culture, engagement and knowledge, organizational structure/conditions and customers and markets.

Top managers (TMs) informally evaluate teams and key account (KA) managers, stimulate a culture that favors the information’s prospection, persuade managers to reduce their resistance and improve organizational structure/conditions by inducing internal and external questioning. They also contact key customers’ top managers to check on the changes required or to persuade them to change requirements, accept a higher price or redirect an unattractive order to competitors. They approve revisions on the key customers list, discuss with the key account manager how to redirect an unattractive opportunity to competitors and try to improve gains even in attractive orders.

Additional research beyond the provided exploratory study is needed to generalize the results. The findings contribute to improving the understanding of how TMs get involved in key account management, buyer–supplier relationship improvement and increasing company profitability. They also unveil top managers’ role in internal culture creation and team engagement.

When managing their KAs, TMs seem to be sceptical, curious and pragmatic with their subordinates, as well as with the customers or competitors.

The purpose of this paper is to investigate the relevance to situated managerial practice of the implementation frameworks contained in the global (key) account management (GAM) literature and to explore what specific GAM-related issues may be faced by key account managers working for an MNC based in Japan.

Following a critical literature review, including a discussion of sales management in Japan, an exploratory case study is conducted of a chemical supplier that claims to be making the transition toward GAM.

The findings confirm that intra-organizational contextual and cultural factors appear to influence the adoption of GAM programs by the focal firm. This suggests there is not a “one size fits all” strategic pathway to implementing GAM, and that western theoretical perspectives on KAM/GAM do not appear to have permeated the sense-making of some Japanese managers.

While the study indicates that the US/European approach to KAM and GAM does not appear to fit well with the Japanese business culture, this conclusion must come with the caveat that this is not necessarily a generalizable case.

Much of the prior B2B marketing literature on KAM and GAM has investigated only western firms. This is possibly the first empirical research on GAM in a Japanese company. The paper offers a number of implications for theory and ponders the wisdom of making recommendations from such a culture-bound study.

The purpose of the paper is to identify the elements of professional key account management programs, to understand the success factors and to create an integrated framework.

The article is based on an analysis of the existing literature as well as on several qualitative research projects. Existing content from around 30 years of KAM research and practice was reviewed. A total of 18 companies were analyzed using case study methods and action research approaches. A total of 27 interviews with practitioners and 18 workshops were conducted to conceptualize the integrated KAM framework.

Key account management is more complex than the existing literature suggests and companies believe. A professional KAM framework addresses two different target groups: key account managers (and teams) and the company's management (or someone the responsibility of the entire program is delegated to). Both groups have to pay attention to five dimensions of KAM (named strategy, solution, people, management, screening) and several aspects that are different for each group.

A full overview about all the necessary elements of a professional KAM program can be used to assess a company's ways of working with strategic customers and to conceptualize or optimize an entire KAM program.

The presented framework is the first that integrates the different views of the two most important target groups of KAM. It offers a unique overview of all important elements.

Aims to analyze the process of key account management in the industrial sector by highlighting the most recurrent problems that arise linked to this process. The research is based on a period of six years, during which several major industrial groups in France either set up or developed their key account management programs. It represents both a theoretical positioning according to the process of key account management, and the discovery made early on of an emerging picture of this process and the absence of any real understanding of it. Proposes two terms that best sum up key account management research: co‐ordination and transversality.

The purpose of this paper is to identify what managerial implications research related to inter-organizational interfaces has been produced in marketing. For this aim, the authors focus on a specific concept implemented in many firms that operate on business-to-business markets, which is key account management (KAM).

The authors used the Ebsco Database entering “account management” as a key word in the title row. The search provided 51 papers to which the authors added four MSI reports written by Moriarty and Shapiro between 1980 and 1984. The authors then identified such keywords as “managers”, “practitioners”, “marketers”, “managerial”, “business”, and their variations as well as normative words such as “should”, “must”, etc. in order to identify managerial implications.

Four main findings are provided: a clear managerial purpose is affirmed by KAM academic works whether as a central “purpose” of the works or as “implications”; these managerial implications may display different forms (dimensions to be considered, consequences to anticipate, advices); though the managerial scope of KAM works is clearly visible, the sophistication of managerial recommendations remains … limited; the identification of who is exactly “the manager” targeted by the implications remains vague.

The authors discuss the notion of managerial relevance of academic research.

The authors explore sources for practices (whether they are the ones of scholars or managers) that could help “spelling out more effectively the managerial implications.

To the knowledge this is the first work that reviews so precisely how academic articles address to the managerial audience on a precise issue. Furthermore, the authors believe that KAM is an interesting and appropriate field for such a review because it is widely implemented on business markets.

The paper aims at generating a better understanding of the design elements and related management practices of strategic account management programs, in order to assist firms wishing to design such programs.

The research process is based on systematic combining of literature, empirical data from interviews with nine multi‐national firms, interaction with the firms during the research, and the knowledge resource base of the Strategic Account Management Association.

A strategic account management program (SAMP) is defined as a relational capability, involving task‐dedicated actors, who allocate resources of the firm and its strategically most important customers, through management practices that aim at inter‐ and intra‐organizational alignment, in order to improve account performance (and ultimately shareholder value creation). The research identified four inter‐organizational alignment design elements: account portfolio definition, account business planning, account‐specific value proposition, account management process; and four intra‐organizational design elements: organizational integration, support capabilities, account performance management, account team profile and skills. The management practices pertinent to each element are discussed.

Firms need to ensure that a SAMP is configured so that there is fit between the design elements discussed. Focus should be put on identifying framing elements that set the foundation for configuring effective programs, as they determine the prerequisites for other elements.

The paper contributes to the literature on strategic account management by summarizing extant research and developing an organizing framework, informed by an empirical study.