Show simple item record

dc.contributor.authorVeasey, Christian
dc.contributor.authorLawson, Alison
dc.identifier.citationVeasey, C. M. and Lawson, A. R. (2020). 'From KAM to KARMA: The evolution of Key Account Management for co-creation of value’. BAM Conference, Conference in the Cloud, Online, 2-4 September. British Academy of Management: London, pp. 1-20.en_US
dc.description.abstractThis study investigates Key Account Management (KAM) from a Marketing and Business-to-Business (B2B) perspective. A review of literature finds that in recent years marketing scholars have proposed that KAM has developed from its traditional roots in sales management to having a greater focus on relational aspects to co-creation of value. However, whilst the principles of Customer Relationship Management (CRM) to co-creation of value are well grounded within the marketing literature there are no theoretical models proposed for the practical application within KAM. To develop a new theoretical model for KAM by analysing the development of KAM over the past 30 years from a process driven discipline to today’s more complex arena that draws on CRM, SDL and co-creation of value. Secondary analysis of literature, analysis of KAM as a discipline, followed by analysis of definitions of KAM from the past 30 years. The emphasis of KAM has evolved into a Key Account Relationship Management Approach (KARMA), and a new theoretical model has been developed. New theoretical model proposed based on the KARMA approach.en_US
dc.publisherBritish Academy of Managementen_US
dc.rightsAttribution 4.0 International*
dc.subjectKey Account Management (KAM)en_US
dc.subjectCo-creation of valueen_US
dc.subjectService-dominant logic (SDL)en_US
dc.subjectCustomer Relationship Management (CRM)en_US
dc.subjectKey Account Relationship Managementen_US
dc.titleFrom KAM to KARMA: The evolution of Key Account Management for co-creation of valueen_US
dc.typeMeetings and Proceedingsen_US
dc.contributor.departmentUniversity of Derbyen_US

Files in this item

From KAM to KARMA - The evolution ...

This item appears in the following Collection(s)

Show simple item record

Attribution 4.0 International
Except where otherwise noted, this item's license is described as Attribution 4.0 International