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Handbook of Strategic Account Management: A Comprehensive Resource



Handbook of Strategic Account Management: A Comprehensive Resource

Diana Woodburn, Kevin Wilson

ISBN: 978-1-118-50907-4 March 2014 648 Pages

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A compilation of the established knowledge in strategic account management

While companies and academics expend tremendous effort on mass marketing, they often overlook their immediate customers (which are critical in both senses) and hence the importance of strategic account management (SAM). This handbook is a compilation of papers that present researched knowledge of SAM across the academic community which fills a void in the existing academic literature. Handbook of Strategic Account Management identifies drivers of the SAM approach, key issues and success factors, operational needs and areas still awaiting exploration. Each paper includes an overall referenced summary of the tenets of SAM relevant to the area it reports, and together with the combined list of references, it creates an indispensable resource for academic readers, students, and researchers.

Handbook of Strategic Account Management is written by over 40 knowledgeable experts with substantial experience of SAM from teaching, researching, writing and advising companies on why and how it works, spread widely across Europe and the US. It represents the balanced, researched body of knowledge in SAM and will be an invaluable resource to anyone exploring the approach, whether for a student thesis, for original research or for answers on how to approach SAM as a company initiative.

"Today’s strategic, key and global account management professionals owe thanks to a small community of academic researchers who, over the past three decades have been pioneers in identifying, cataloguing and analyzing the selling and business management practices of an emerging profession we now call strategic account management.  This Handbook is an important milestone to mark SAM’s still evolving impact on corporate business strategies and its ever-increasing relevance as a proven engine for growth in business-to-business strategic customer relationships."

Bernard Quancard,President & CEO of SAMA (US-based Strategic Account Management Association with over 3,000 members worldwide)

Yana Atanasova                Bjorn Ivens                         Toni Mikkola                    Ivan Snehota
Audrey Bink                      Ove Jensen                         Stefanos Mouzas             Kaj Storbacka
Per-Olof Brehmer              Robert Krapfel                     Peter Naudé                    Olavi Uusitalo
Noel Capon                       Antonella La Rocca              Jukka Ojasalo                  Tom Vanderbiesen
Simon Croom                    Sylvie Lacoste                    Catherine Pardo                Stefan Wengler
Osman Gök                       Nikala Lane                        Nigel Piercy                       Kevin Wilson
Paolo Guenzi                     Régis Lemmens                  Michael Pusateri                Diana Woodburn
Stephan Henneburg           Tommi Mahlamäki               Jakob Rehme                    John Workman
Sue Holt                           Malcolm McDonald               Sanjiy Sengupta               George Yip
Christian Homburg             Florin Mihoc                       Christoph Senn                 Judy Zolkiewski


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

Switching costs in key account relationships 103
Sengupta, Krapfel and Pusateri

The strategic buyer: how emerging procurement strategies may support KAM/SAM relationships 115

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

Value dimensions and relationship postures in dyadic ‘key relationship programmes’ 191
Henneberg, Pardo, Mouzas and Naudé

‘Vertical coopetition’: the key account perspective 205

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

Organizational structures in global account management 337
Yip and Bink

Strategic account management programmes: alignment of design elements and management practices 355

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

Section 4: Operationalizing KSAM 419

Recent developments in relationship portfolios: a review of current knowledge 421

Account portfolio management: optimizing the customer portfolio of the firm 441

Strategic account management processes at corporate, relationship and annual level 461

Developing strategic key account relationships in business-to-business markets 495

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