Unpicking the meaning of value in key account management

Catherine Pardo (), Stephan Henneberg, Stefano Mouzas and Peter Naudé
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Catherine Pardo: EM - EMLyon Business School

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Abstract: Purpose – This article aims to build on existing literature on value and proposes new perspectives and facets of relational value in key account management (KAM). Design/methodology/approach – Building on traditional value perspectives, value in KAM is conceptually deconstructed and linked with strategic value approaches. Findings – The article finds that a multifaceted key account value perspective includes three different types of value: exchange value, proprietary value, and relational value. Depending on the type of value constellation within a KAM relationship, a number of distinct key account value strategies are presented and discussed. Originality/value – The article provides an innovative concept of value in strategically important business-to-business relationships. Based on this, several strategic implications regarding the management of value are derived which enable further empirical research and a more nuanced managerial approach towards KAM. Keywords Key accounts, Sales management, Value analysis

Date: 2006-12-01
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Citations: View citations in EconPapers (7)

Published in European Journal of Marketing, 2006, 40 (11/12), pp.1360-1374 P

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02311677

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