La figura del key account manager en las industrias españolas de bienes de gran consumo

Abstract

The purpose of this thesis is to advance the understanding of the concept of Key Account Management (KAM) in its dual dimension figure and methodology in the management of B2B relationships both conceptually and empirically to present the construct KAM fully developed integrating the latest contributions to the Global Account Management. The methodology combines literature review with qualitative research to propose a 22 proposition inventory and 15 success factors for achieving the KAM fully developed. On this basis a number of recommendations are proposed for companies to deepen KAM methodology. Through a quantitative research deepens, for the first time in the practice of KAM in companies operating in the Spanish FMCG market, analyzing with a dyadic manufacturer-distributor. We conclude that it has not reached the level of full development. Company groups with different ways of understanding the concept and with different levels of sophistication in the application are proposed. We conclude that KAM is a complex phenomenon that, to have an integrated framework, requires a combination of dyadic methodologies that reflect both the academic and empirical. Integrated through an inventory of propositions and critical success factors theoretical framework is proposed.