There is a numerous of literature on Key Account Management but there is a lack of empirical research supporting the literature, especially regarding the implementation process. This study investigates five companies according to how they manage their customer relationships with main focus on their key customers. The study is based on existing KAM literature and also involves additional factors; change management and global talent management. The purpose of the study is to investigate how KAM can be more successfully implemented in Swedish companies in IT and management industry. The study was conducted with a qualitative approach and the interviews were held with Top management at five Swedish IT and management companies in Växjö. The findings show new insights into KAM implementation; Change management and Global talent management were shown to have a direct effect on the success of an implementation, which the existing theory of KAM is not emphasizing. The result of the study is visualized in a model at the end of the study.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-40865 |
| Date | January 2013 |
| Creators | Kvist, Louise, Osbeck, Jeanine |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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