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dc.contributor.authorVeasey, Christian
dc.contributor.authorLawson, Alison
dc.date.accessioned2021-09-03T08:16:43Z
dc.date.available2021-09-03T08:16:43Z
dc.date.issued2020-09-03
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.identifier.urihttp://hdl.handle.net/10545/625966
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.description.sponsorshipN/A.en_US
dc.language.isoenen_US
dc.publisherBritish Academy of Managementen_US
dc.relation.urlhttp://conferences.academicjournals.org/cat/social-sciences/34th-annual-british-academy-of-management-conferenceen_US
dc.rightsAttribution 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/*
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
dcterms.dateAccepted2020-08-03
refterms.dateFOA2021-09-03T08:16:44Z
dc.author.detail782550en_US


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