Is KAM focus driving FMCG manufacturers towards an imbalanced customer portfolio shape?

Pedro Rubio, María Eugenia Fabra and Victoria Labajo

International Journal of Business Environment, 2020, vol. 11, issue 2, 190-211

Abstract: This paper seeks to address the issue of potential risks for fast-moving consumer goods (FMCG) manufacturers arising from an excessive focus on key accounts. In a context of increasing customer concentration, there is a need for a deeper understanding of the key account management phenomenon's consequences. Our conceptual model, which uses structural equations modelling (SEM) measures and confirms that the focus of FMCG manufacturers on KAM effectiveness also implies future risks for them due to an imbalance in the customer portfolio.

Keywords: key account management; KAM benefits; shape of customer portfolio; KAM risks. (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbenv:v:11:y:2020:i:2:p:190-211

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