KEY ACCOUNT MANAGEMENT

This project examines Key Account Management (KAM) and develops effective practices for it. Key Accounts are customers in a business-to-business market which are of strategic importance to the selling company. Although the earlier research contains descriptive results of the nature of customer relationships, there is a clear knowledge gap concerning effective managerial methods for managing business-to-business relationships, and in particular, how a sustainable competitive advantage can be achieved by both the selling and buying company.