Key account management: A study of the success factors in the implementation process
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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.
Key account management implementation, change management, communication culture, global talent management
IdentifiersURN: urn:nbn:se:lnu:diva-40865OAI: oai:DiVA.org:lnu-40865DiVA: diva2:795711
Subject / course
Business Administration - Marketing
Marketing Programme, 180 credits