Differentiation and alignment in KAM implementation

Catherine Pardo (), Björn Sven Ivens and Kevin Wilson
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Catherine Pardo: EM - EMLyon Business School

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Abstract: When key account management (KAM) programmes are created, they do not appear in a vacuum. Rather, they are developed in existing organizations and as a consequence the question arises of how to align the newly implemented KAM units within the host organizations. We propose using Lawrence and Lorsch's (1967a&b) differentiation concept and the concept of frame alignment (Goffman, 1974; Snow, Rochford, Worden, & Benford, 1986) to assess how much a KAM unit is actually differentiated and how to improve alignment. In a case study, we then describe the creation process of a KAM unit at Waters IS, a company specialising in water treatment. Based on a discussion of the theoretical concepts and the case situation, we suggest an approach to the assessment and management of alignment issues for KAM units.

Keywords: KAMm; Alignment; Integration; Frame analysis (search for similar items in EconPapers)
Date: 2014-10-01
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Citations: View citations in EconPapers (2)

Published in Industrial marketing management, 2014, 43 (7), pp.1136-1145 P

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02313184

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