Which resources and capabilities underpin strategic key account management?
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CitationGuesalaga, Rodrigo. Gabrielsson, Mika. Rogers, Beth. Ryals, Lynette. Marcos Cuevas, Javier. (2018). Which resources and capabilities underpin strategic key account management?. Industrial Marketing Management, 75, 160-172. 10.1016/j.indmarman.2018.05.006.
Key account management (KAM) supports the profitability and financial sustainability of firms in business-to-business markets. It also attracts considerable academic research. However, KAM research remains largely atheoretical and lacking in conceptual foundations. This paper argues for an organizational-level, resource-based view of KAM. Using a systematic approach, the authors review the KAM literature to identify the critical resources and capabilities that underpin strategic KAM. The analysis synthesizes and integrates previous research on KAM applying a resource-based lens to reveal that strategic KAM comprises complex portfolios of resources and capabilities that constitute a source of competitive advantage. The authors discuss the theoretical and practical implications of this unique view of KAM and identify directions for further research.