Handbook of strategic account management : a comprehensive resource PDF
Preview Handbook of strategic account management : a comprehensive resource
HANDBOOK OF STRATEGIC ACCOUNT MANAGEMENT A COMPREHENSIVE RESOURCE DIANA WOODBURN AND KEVIN WILSON © 2014 John Wiley and Sons, Ltd. Registered office John Wiley and Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom For details of our global editorial offices, for customer services and for information about how to apply for permission to reuse the copyright material in this book please see our website at www.wiley.com. The right of the authors to be identified as the authors of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher. 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Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. It is sold on the understanding that the publisher is not engaged in rendering professional services and neither the publisher nor the author shall be liable for damages arising herefrom. If professional advice or other expert assistance is required, the services of a competent professional should be sought. Library of Congress Cataloging-in-Publication Data Woodburn, Diana. Handbook of strategic account management : a comprehensive resource / Diana Woodburn and Kevin Wilson. pages cm Includes bibliographical references and index. ISBN 978-1-118-50908-1 (hardback) 1. Selling–Key accounts. 2. Marketing–Key accounts. 3. Customer relations. 4. Sales management. I. Wilson, Kevin, 1947– II. Title. HF5438.8.K48W66 2014 658.8–dc23 2014002694 A catalogue record for this book is available from the British Library. ISBN 978-1-118-50908-1 (hbk) ISBN 978-1-118-50907-4 (ebk) ISBN 978-1-118-50905-0 (ebk) Cover designed by Cylinder Set in 10/12 pt MeridienLTStd-Roman by Toppan Best-set Premedia Limited Printed in Great Britain by CPI Group (UK) Ltd, Croydon, CR0 4YY Contents Acknowledgements vii The editors ix About this book xi Key strategic account management: where are we now? 1 Editors Woodburn and Wilson Section 1: Strategic dimensions of KSAM 35 Making the case for managing strategic accounts 37 Capon and Mihoc Drivers for key account management programmes 53 Brehmer and Rehme KSAM as an organizational change: making the transition 77 Woodburn Switching costs in key account relationships 103 Sengupta, Krapfel and Pusateri The strategic buyer: how emerging procurement strategies may support KAM/SAM relationships 115 Croom Social and ethical concerns in strategic account management: emerging opportunities and new threats 141 Piercy and Lane Section 2: Value creation through KSAM 169 Value in strategic account management 171 La Rocca and Snehota CONTENTS Value dimensions and relationship postures in dyadic ‘key relationship programmes’ 191 Henneberg, Pardo, Mouzas and Naudé ‘Vertical coopetition’: the key account perspective 205 Lacoste Key account management in business markets: an empirical test of common assumptions 227 Ivens and Pardo Strategic account plans: their crucial role in strategic account management 245 McDonald and Woodburn Using customer profitability and customer lifetime value to manage strategic accounts 267 Lemmens and Vanderbiesen Section 3: Developing KSAM programmes 287 A configurational approach to strategic account management effectiveness 289 Homburg, Workman and Jensen The appropriateness of the key account management organization 317 Wengler Organizational structures in global account management 337 Yip and Bink Designing strategic account management programmes 355 Storbacka Global customer team design: dimensions, determinants and performance outcomes 379 Atanasova and Senn Key accountization at Bosch Automotive Aftermarket Italy: managing and implementing a strategic change 405 Guenzi Section 4: Operationalizing KSAM 419 Recent developments in relationship portfolios: a review of current knowledge 421 Zolkiewski Account portfolio management: optimizing the customer portfolio of the firm 441 Gök iv CONTENTS Strategic account management processes at corporate, relationship and annual level 461 Ojasalo Developing strategic key account relationships in business-to-business markets 495 Wilson The role of the key/strategic account manager 515 Wilson and Holt The influence of personality on the job performance of strategic account managers 539 Mahlamäki, Uusitalo and Mikkola References 555 Author profiles 605 Index 615 v Acknowledgements Our heartfelt thanks go to the contributors to this book for their generosity in devoting their time to this project, most especially those contributing new mate- rial and extensive syntheses of work for the benefit of interested parties in the hot topic of key strategic account management. We also acknowledge the patience, guidance and forbearance of all at Wiley, particularly Rosemary Nixon, Ashton Bainbridge and Jonathan Shipley. Lastly, we thank Cuiling Jiang, research assistant at Kedge Business School, for her amazing dedication, speed and accuracy in combining all the references into one list and rationalizing their almost random presentation in the papers citing them.
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