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- W29713029 abstract "The marriage metaphor represents one of the more popular views of key account management (KAM). Yet this perspective may inadvertently paint an overly simplistic view of the process as well as the challenges associated with the establishment of beneficial, long-term sales relationships. Answers to specific questions such as “Which customers should the supplier seek to marry?”, “How can suppliers refrain from entering into a marriage too quickly?” and “How can marriages be best structured so that mutual goals can be attained?” may be unclear when the marriage metaphor is indiscriminately applied to marketing relationships. In an effort to expand the thinking of both practitioners and academics, we suggest that an additional metaphorical lens for KAM can be found in the new product development (NPD) literature. The notion of treating a key account like a new product brings an intriguing perspective on KAM. Just as seeing an old problem from a different point of view often stimulates fresh new thinking, we believe this alternative KAM perspective provides a promising opportunity to reassess and refocus our understanding of an important marketing phenomenon. There is no doubt that many firms already utilize one or more of the specific NPD-related elements discussed in our framework to some degree, but we believe the real benefit is realized when the individual components integrate into a holistic approach that incorporates appropriate stage-gate controls. After briefly reviewing the major themes of KAM research, we identify a number of striking similarities between KAM and NPD. Included in these similarities is the importance of 1) cross-functional integration, 2) top management support, 3) team leadership, 4) customer knowledge, and 5) risk management. We then introduce a new KAM framework that incorporates elements of the NPD “stage-gate” system. The goal of this framework is to encourage additional research into a new array of potentially relevant antecedents to successful key account programs. We conclude by noting possible implications for KAM research and practice." @default.
- W29713029 created "2016-06-24" @default.
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- W29713029 date "2014-10-11" @default.
- W29713029 modified "2023-09-25" @default.
- W29713029 title "Beyond the Marriage Metaphor: A New Product Development Framework for Key Account Management" @default.
- W29713029 doi "https://doi.org/10.1007/978-3-319-11779-9_9" @default.
- W29713029 hasPublicationYear "2014" @default.
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