Att skapa starka och långsiktiga relationer till sina kunder har för företag blivit en nödvändighet i den industriella marknadsföringen, där relationerna i sig själva kan ses som den viktigaste tillgången för verksamheten. Från området inom relationsmarknadsföring har Key Account Management vuxit fram och blivit ett populärt begrepp, där en koncentrerad mängd av företagets kunder prioriteras högre än övriga. Syftet med denna uppsats är att beskriva och konkretisera det potentiella värde, sett som mellanskillnaden mellan fördelar och nackdelar, som skapas för det säljande tjänsteföretaget i användningen av KAM. Uppsatsen utgår från en kvalitativ ansats där en komparativ studie har genomförts genom att undersöka företag som uttalat använder Key Account Management mot företag som ej använder KAM, samt kundföretag. För att få tillgång till empririn har sex stycken intervjuer med företag genomförts. Två som har KAM, två som inte har KAM. Dessutom har intervjuer utförts med kund till ett KAM-företag, samt en kund till ett företag som inte använder KAM. Genom att ha en stödjande organisation, fyra centrala delar i sitt KAM, kompetenta Key Account Managers, samt aktiva kunder är mjuka värden såsom förbättrad relation och kundförståelse givet. Dessa kan i sin tur leda till andra mjuka och hårda värden och därför ökad lönsamhet. KAM är däremot en investering som tar mycket resurser, samtidigt som flertalet potentiella nackdelar är tänkbara. Värdet har i denna studie identifierats som skillnaden mellan tänkbara fördelar och nackdelar, men detta skiljer sig åt från företag till företag vilket gör att det faktiska värdet varierar. / To build strong and long-lasting customer relationships has become a necessity in industrial marketing, whereat the relationships in itself can be viewed as the most important asset for the company. Key Account Management has its roots in relationship marketing and has grown in popularity the past decades. By selecting and focusing primarily on a few key customers, which the company deems to be the most important, Key Account Management is purposed to generate and locate value. The purpose of this paper is to describe and substantiate the potential value, seen as the difference between advantages and disadvantages, that Key Account Management may provide for the selling company. The study has a qualitative approach consisting of six interviews. Two companies with Key Account Management, two companies without KAM and two customer companies were interviewed in a comparative design. One of the customers had a relationship to one of the companies with KAM, whilst the other one did not. By having a supporting organization, four critical aspects to the companies KAM, a qualified Key Account Manager, and active customers, soft values as improved relationships and customer understanding are guaranteed. These can in turn enable access to other soft and hard values that leads to higher profit. KAM is however an investment which occupies a lot of resources, alongside with creating potential disadvantages. The value has in this study been identified as the difference between potential advantages and disadvantages, but these differ from company to company which in turn makes the actual value from KAM various.

Η παρούσα διπλωματική έχει σκοπό να μελετήσει τα δεδομένα στον τομέα αυτό σε σχέση με την Ελλάδα. Τον τρόπο με τον οποίο κατανοείται και εφαρμόζεται το market access στην χώρα από τις φαρμακευτικές εταιρείες που δραστηριοποιούνται εδώ. Πιο συγκεκριμένα επιχειρείται μια καταγραφή στους παράγοντες που το επηρεάζουν και στην άποψη την οποία έχουν διαμορφώσει σχετικά με το market access τα άτομα τα οποία ασχολούνται με αυτό. Αρχικά, έγινε μια βιβλιογραφική ανασκόπηση σε μελέτες της διεθνούς βιβλιογραφίας σχετικά με το θέμα. Καθώς και μια καταγραφή σε όσους φορείς εμπλέκονται αλλά και σε διαδικασίες. Στη συνέχεια κατασκευάστηκε ένα ερωτηματολόγιο που απευθυνόταν σε άτομα που ασχολούνται με το market access μέσα σε φαρμακευτικές εταιρείες. Τα στοιχεία που συλλέχτηκαν από τα ερωτηματολόγια αναλύθηκαν στη συνέχεια με τη βοήθεια του προγράμματος SPSS. Από την ανάλυση των στοιχείων φαίνεται πως οι εταιρίες έχουν αγκαλιάσει την έννοια του όρου market access και έχουν καταβάλλει φιλότιμη προσπάθεια για την εφαρμογή του στην πράξη. Ωστόσο υπάρχει μεγάλο περιθώριο βελτίωσης καθώς συγκεκριμένες παγίδες και λάθη καθιστούν αδύνατη προς το παρόν την επιτυχή εφαρμογή του. Ο θεσμός του market access και των ΚΑΜ είναι απλά ένας διαφορετικός τρόπος για να περιγράψουμε ολιστικά τη διαδικασία της ιατρικής (και όχι μόνο) επιστημονικής ενημέρωσης και τις σχέσεις με τους πελάτες. Είναι ένα παλαιό μοντέλο για τις άλλες βιομηχανίες, που όμως φαίνεται να γίνεται, στη πραγματικότητα που διαμορφώνεται σήμερα στην αγορά, θεμελιώδες και για τη φαρμακοβιομηχανία. Αρκεί βέβαια να βρεθεί ο σωστός τρόπος να εφαρμοσθεί, αφού προσαρμοσθεί κατάλληλα στις ιδιορρυθμίες που έχει η φαρμακευτική αγορά. / The present thesis aims to study the data in this area in relation to Greece . The manner in which we apply the market access in the country by pharmaceutical companies operating here. More specifically, an attempt to record the factors that affect the argument which have formed on the market access of the people they deal with it.Initially , there was a literature review of studies in the literature on the subject . As a recording and those entities involved and procedures . Then constructed a questionnaire addressed to people dealing with market access within pharmaceutical companies . The data collected from the questionnaires were then analyzed using the program SPSS. The institution of market access and the ΚAM is just another way to describe the process of holistic medicine ( and not only) scientific information and relationships with customers . It is an old model for other industries, but it seems to be , in fact formed on the market today , and essential for the pharmaceutical industry . Suffice sure to find the right way to apply , adapted as appropriate to the quirks that has the pharmaceutical market.

Syftet med denna studie är att vidare klargöra individens roll inom industriell marknadsföring och företagsrelationer. Detta görs genom att binda samman hur engagemangstyper kan leda till lojalitet och hur engagemang samt lojalitet är riktade inom företagsrelationen. Två engagemangstyper särskiljs: praktiskt engagemang och känslomässigt engagemang. Studiens syfte uppnås genom undersökning av två företagsrelationer inom byggbranschen, där den ena relationen begränsas av lagen om offentlig upphandling. Företagen representeras av nyckelpersoner som står för den huvudsakliga kontakten mellan företagen. Nyckelpersoners uppfattningar och tankar undersöks genom intervjuer, riktade mot nyckelpersoner i både säljande och köpande företag. Utförd studie visar indikationer på att känslomässigt engagemang leder till lojalitet. Dock visas även att praktiskt engagemang har en betydande roll för företagsrelationen. Utöver indikationer på samband observerades ett antal oplanerade samband som väcker nya frågor och motivation till vidare forskning inom området.

Tidigare forskning har uppmärksammat en rad olika aspekter, delar och karaktärsdrag hos en Key Account Manager. En Key Account Manager är en nyckelspelare i jakten på att hantera och utveckla goda relationer till företagets kunder, och vars arbete kan vara en bidragande faktor till den egna organisationens framtidsutsikter. Trots detta, är studier gällande hur en Key Account Manager arbetar ännu begränsad. Uppsatsen syftar därmed till att undersöka hur arbetsprocessen ser ut för en Key Account Manager verksam inom industribolag. Med en kvalitativ metodansats, innehållandes åtta stycken semistrukturerade intervjuer identifierar studien att en Key Account Managers arbetsprocess inom ett industribolag består av fem stycken huvudsakliga aktiviteter som löper parallellt med varandra, vilka är Intern koordination och samordning, Externa möten och representation, Uppnå uppsatta KPI, Analyser och rapporter samt Interna möten, som noggrant har analyserats fram.

One of the main tasks of key account management (KAM) practice is the creation of customized value propositions for a business-to-business organization's most important customers, which often requires the support of multiple internal departments. Thus, making internal alignment central in KAM in order to exchange value and serve the key accounts (KA) long-term. This study will, therefore, explore internal alignment in KAM and aims to identify what contributes to internal alignment and how misalignment could emerge in KAM teams, in order to understand the significance of internal alignment and identify possible reasons for misalignment in KAM. The theory was framed by 7 elements of internal alignment including shared values, style, skills, staff, strategy, structure and systems. The empirical data was collected through qualitative semi-structured interviews with KA managers. The findings suggest that internal alignment is of importance in KAM and that the elements of internal alignment studied in the thesis are dependent on each other. Furthermore, it was found that misalignment is most commonly caused by personal disputes, however, all elements studied were found as contributing factors to misalignment. The findings led to the conclusion that internal alignment is not a target state, it is rather a measure of progress and that all aspects that do contribute to internal alignment also entail causes for misalignment.

Malgré les encouragements visant à soutenir les PME, la création de ces entreprises demeure inférieure aux attentes ; nombre de celles-ci disparaissent. L'octroi de crédit est la ontrainte primordiale pesant sur le développement et la pérennité de ces entreprises puisque les banquiers accordent du crédit seulement lorsqu'ils s'assurent que les clients sont solvables et qu'ils sont aptes à honorer leur engagement. Cette politique financière discriminatoire des banques se justifie par la difficulté d'évaluer leurs risques et le manque de crédibilité de leurs systèmes d'informations puisque les informations sont insuffisantes et souvent unilatérales ; une des deux parties dispose d'une meilleure information ; il en sait davantage que l'autre. Ce phénomène est appelé asymétrie de l'information et pourrait engendrer l'aléa moral et la sélection adverse. Cependant, le contrat signé entre d'un côté, les emprunteurs, et de l'autre, les créanciers, pourrait se traduire par une information asymétrique conduisant, tout au plus, au rationnement de crédit, ou dans certains cas, à des taux d'intérêt élevé, freinant ainsi le développement de la relation banque-entreprise. Notre recherche s'appuie sur une enquête conduite auprès de 160 chargés de clientèle de deux banques tunisiennes, la Société Tunisienne de Banque (STB), et la Banque Internationale Arabe de Tunisie (BIAT), afin d'étudier leur comportement dans la décision d'attribution de crédit aux ppetites et moyennes entreprises (PME). L'utilisation de la méthode des équations structurelles montrent une diversité des comportements des banques privées par rapport à ceux étatiques. / Despite the encouragement to support the SMEs, the creation of these companies still bellow expectations, number of these disappears. The granting of credit is the essential constraint pressing on the development and the sustainability of these companies because the bankers provide credit only when they make sure that the customers are solvent and that they are capable of honoring their commitment. This discriminatory fisal policy banks is justified by the difficulty in assessing their risks and the lack of credibility of their information systems, since the information is insufficient and often unilateral, one of two parties has better information, he know more than the other. This phenomenon is alled asymmetric information and could cause moral hazard and adverse selection. However, the contract between the borrowers, on one hand, and creditors, on the other hand, the creditors ould be shifted by asymmetric information leading, at the most, rationing of credit, or in some cases, to high rate interest ; thus limiting the development of the relationship between banks and companies. Our research is based on a survey conducted among with 160 account managers of two Tunisian banks, Tunisian Banking company ("Société Tunisienne de Banque", STB) and the Arab International Bank of Tunisia ("Banque Internationale Arabe de Tunisie", BIAT) to study their behavior in the decision of allocation credit to small and medium enterprises (SMEs). The results, achieved through Structural Equations Analysis, show differences between private versus public banks in regard.

Made available in DSpace on 2010-04-20T20:19:59Z (GMT). No. of bitstreams: 1 172256.pdf: 1140904 bytes, checksum: c0c919b15b522f694c670047eb21b06a (MD5) Previous issue date: 2007-12-03T00:00:00Z / The present study was held in a segment of individual clients with high earnings of a big retail bank in Brazil and was focused on the municipality of São Paulo. The investigation aimed to verify whether there has been any relation between the account manager profile, as to his or her technology and internet knowledge and ability, and the level of adoption of the Internet Banking by clients under his or her orientation. For this investigation it was adopted a qualitative approach which consisted of internal data analysis, interviews, and questionnaire sent to a group of account managers. The results (1) suggest that even in the high earnings segment there have been other variables as age and the credit of salary in current account that affect the level of use of Internet Banking by clients; and that the manager profiles differ in terms of level of involvement with new technologies, which includes the internet; and (2) signalize that account managers whose profile is more technologically advanced make use of the internet more naturally and present stronger power of convincement over clients under his or her orientation as to Internet Banking adoption. / O presente estudo foi realizado no segmento de pessoas físicas de alta renda de um grande banco de varejo do Brasil, com foco no Município de São Paulo. A investigação teve como objetivo verificar se há alguma relação entre o perfil do gerente de conta, no que se refere a sua desenvoltura tecnológica e com a Internet, e o nível de uso do Internet Banking pelos clientes sob sua gestão. Para esta investigação foi utilizada uma abordagem qualitativa composta pela análise de dados internos do segmento, entrevistas em profundidade e envio de questionário a um grupo de gerentes. Os resultados (1) sugerem que mesmo no segmento alta renda existem outras variáveis como a idade e o recebimento do crédito salário na conta que afetam o nível de utilização do Internet Banking pelos clientes; e que o perfil dos gerentes divergem em termos de envolvimento com as novas tecnologias, o que inclui o uso da Internet; e (2) indicam que o gerente com maior domínio das tecnologias e da Internet possui maior poder de convencimento junto aos seus clientes no que se refere ao uso do Internet Banking.