عنوان انگلیسی مقاله:
Identification as a challenge in key account management: Conceptual foundations and a qualitative study
ترجمه فارسی عنوان مقاله:
شناسایی به عنوان یک چالش در مدیریت حساب کلیدی: مبانی مفهومی و یک مطالعه کیفی
Sciencedirect - Elsevier - Industrial Marketing Management, 90 (2020) 300-313: doi:10:1016/j:indmarman:2020:07:020
Managing business relationships requires that boundary-spanning actors, such as key account managers, perform their task at the interface between two relational networks, the internal ﬁrm network and the network on the side of the key account. Several streams of research have suggested that similar situations raise questions of identiﬁcation, but the business-to-business literature has not yet paid much attention to this issue. This study focuses on key account management (KAM) as a typical task of inter-organizational interface management. The conceptual foundations of identiﬁcation in a sales-related interface context, such as KAM, are ﬁrst discussed. It then pursues with a qualitative exploratory study that uses data gained through 40 semi-structured interviews with key account managers to identify their identiﬁcation anchors. The qualitative data suggest four identiﬁcation foci, namely organizational identiﬁcation, key account identiﬁcation, leader identiﬁcation, and occupational identiﬁcation, which are illustrated in a conceptual model. The study concludes with a discussion and avenues for future research.
Keywords: Key account management | Key account manager | Identification | Semi-structured interview