Key Account Management in Business-fo-Business Markets

Transcription

1 Stefan Wengler 2008 AGI-Information Management Consultants May be used for personal purporses only or by libraries associated to dandelon.com network. Key Account Management in Business-fo-Business Markets An Assessment of Its Economic Value I r With a foreword by Prof. Dr. Michael Kleinaltenkamp Deutscher Universitats-Verlag

2 "The economic value of key account management" IX Introduction, Key account management - a seemingly evolutionary phenomenon The efficiency of key account management Objective and structure of the thesis 8 State-of-the-art of key account management in academia and science Relationship marketing and the concept of key account management From a transactional towards a relational understanding of marketing The transactional marketing perspective : The relational marketing perspective Relationship marketing as relationship buying and relationship selling Key account management in the context of relationship marketing Key account management as a part of relationship marketing Key account management as a focused relationshipmarketing-program : Developments and evolution in the conception of key account management The conception of key account management Definition of a key account management concept Objectives of key account management Dimensions of key account management ; The strategic dimension of key'account management The functional dimension of key account management The organizational dimension of key account management ' Integrating the customer by applying key account management Research and empirical evidence on key account management...; Conceptionalization of key account management National account management and key account management ;2 Global and euro key account management Key account managers and key account.management teams Individual key account manager Key account management teams Empirical research on key account management The key account management conception and its performance deficits 63

3 3 Key account management controlling Defining the task and objectives of key account management control ling Tasks and objectives of marketing controlling Key account management controlling Tools in key account management controlling Unidimensipnal criteria Multidimensional criteria Requirements of an implementation decision model The theoretical foundation of the decision model A systematization of organization theory approaches.' A comparison of relevant modern organization theory approaches Analyzing key account management from the perspective of transaction cost economics The fundamentals of transaction cost economics Transaction cost economics in economic theory Differences between transaction cost economics and orthodox microeconomic theory Transaction cost economics and the new institutional economics Core assumptions in transaction cost economics Methodological individualism ; Human factors Environmental factors Characteristics of transactions Asset specificity Uncertainty Frequency Ill Transaction costs Applying the framework of transaction cost economics Organizational failure framework The governance structure in transaction cost economics Bilateral governance and the relevance of the marketing organization l x The fundamental transformation Institutions in relational exchange Private ordering Credible commitment and relational norms Long-term business relationships in transaction cost economics The neglect of the internal organization in bilateral governance The marketing organization in transaction cost economics 133

4 XI_ 5 Challenging the organization:, the implementation of key account management The relevance of implementing key account management in marketing. management The continuum of exchange relationships in bilateral governance Market orientation and the marketing organization Implementing key account management as an organizational consequence of relationship marketing The implementation of key account management as a strategic marketing management decision :...1, The (institutional) environment in transaction cost economics The relevance of the environment in marketing management research The transaction's embeddedness in the institutional environment Institutional and organizational change in transaction cost economics Institutions and institutional change in transaction cost economics The (marketing) organization as a bundle of institutions Intraorganizational change in transaction cost economics The necessity of a comparative institutional analysis as a sound basis for deciding on the appropriate key account management program Determining the economic value of key account management in business relationships Design alternatives of the key account management programs Defining the transaction cost relevant determinants Asset specificity Uncertainty Primary uncertainty Secondary uncertainty Behavioral uncertainty Frequency The decision model Structure of the decision model A comparative analysis of key account management alternatives Management implications Implementing key account management Assessment of the costs and benefits of the key account management decision alternatives The relevance of key account management modes 229

5 XII 7.2 Application of the decision model The value of a preliminary efficiency assessment of key account management The need for advanced key account management controlling Assumptions and limitations of the decision model.' The assumptions of the decision model The limitations ofthe decision model Conclusion Bibliography 254