Intraorganizational determinants of key account management effectiveness
John P. Workman, Christian Homburg, Ove Jensen
Journal of the Academy of Marketing Science · 2003 · Volume 31 · Issue 1
Abstract
While there is a significant amount of research on determinants of selling effectiveness for individual salespeople, there is a surprising lack of study offactors that affect selling effectiveness in team-selling situations. The authors focus on the context of key account management (KAM) and develop a conceptual model offactors that affect KAM effectiveness. They test hypotheses with data from 385 firms using structural equation modeling and find that firms should seek to build esprit de corps among those involved in KAM, should proactively initiate activities with key accounts and do these activities more intensively, should ensure that key account managers have access to key resources within the marketing and sales organization, and should involve top managers of the firm.
Keywords
Market Orientation, Sales Management, Relationship Marketing, Personal Selling, Competitive Intensity
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