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Key account management: A study of the success factors in the implementation process
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

There is a numerous of literature on Key Account Management but there is a lack of

empirical research supporting the literature, especially regarding the implementation process.

This study investigates five companies according to how they manage their customer

relationships with main focus on their key customers. The study is based on existing KAM

literature and also involves additional factors; change management and global talent

management. The purpose of the study is to investigate how KAM can be more successfully

implemented in Swedish companies in IT and management industry.

The study was conducted with a qualitative approach and the interviews were held with Top

management at five Swedish IT and management companies in Växjö. The findings show

new insights into KAM implementation; Change management and Global talent management

were shown to have a direct effect on the success of an implementation, which the existing

theory of KAM is not emphasizing. The result of the study is visualized in a model at the end

of the study.

Place, publisher, year, edition, pages
2013. , 121 p.
Keyword [en]
Key account management implementation, change management, communication culture, global talent management
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-40865OAI: diva2:795711
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Available from: 2015-04-22 Created: 2015-03-17 Last updated: 2015-04-22Bibliographically approved

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