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The role of senior executives in managing key customers in Arab context

Listed author(s):
  • Fawaz Baddar Alhussan

    (LEM - Lille - Economie et Management - Université de Lille, Sciences et Technologies - Université Catholique de Lille - Université de Lille, Sciences Humaines et Sociales - CNRS - Centre National de la Recherche Scientifique)

  • Faten Baddar Al-Husan
  • Lulu Alhesan
Registered author(s):

    Purpose The purpose of this paper is to explore the role of senior managers in managing intra-and inter-organizational relationships with key customers and the factors that influence such involvement in a novel context in the Arab Middle East region. Design/methodology/approach An exploratory qualitative research design was used in which 68 face-to-face semi-structured interviews were conducted in Jordan with endogenous and Western firms. Findings Top/senior managers play a significant role in Arab business relationships and in creating value for the firms. Their involvement in key accounts is imperative at all levels––strategic, operational, and relational––mainly due to cultural and institutional factors that are unique to the Arab context. Research limitations/implications The study is limited to operations in one emerging country situated in a novel setting in one particular region of the world, which is the Middle East. Practical implications Arab senior managers’ participation is imperative and should continue with their relatively intense involvement with key accounts. For foreign investors operating in that part of the world, it is highly recommended that senior management have a more a hands-on approach when dealing with the Arab key customer and to focus more on the relational aspect of key account management than on the organizational aspect. Originality/value This paper adds to the very limited number of studies on senior management involvement in key account management, making a theoretical and practical contribution, and adding insight on how to manage the relationship with the Arab key customer.

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    Paper provided by HAL in its series Post-Print with number hal-01562980.

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    Date of creation: May 2017
    Publication status: Published in Journal of Business & Industrial Marketing, 2017, 32 (6), <10.1108/jbim-05-2015-0091>
    Handle: RePEc:hal:journl:hal-01562980
    DOI: 10.1108/jbim-05-2015-0091
    Note: View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-01562980
    Contact details of provider: Web page: https://hal.archives-ouvertes.fr/

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