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Differentiation and alignment in KAM implementation

Author

Listed:
  • Catherine Pardo

    (EM - EMLyon Business School)

  • Björn Sven Ivens
  • Kevin Wilson

Abstract

When key account management (KAM) programmes are created, they do not appear in a vacuum. Rather, they are developed in existing organizations and as a consequence the question arises of how to align the newly implemented KAM units within the host organizations. We propose using Lawrence and Lorsch's (1967a&b) differentiation concept and the concept of frame alignment (Goffman, 1974; Snow, Rochford, Worden, & Benford, 1986) to assess how much a KAM unit is actually differentiated and how to improve alignment. In a case study, we then describe the creation process of a KAM unit at Waters IS, a company specialising in water treatment. Based on a discussion of the theoretical concepts and the case situation, we suggest an approach to the assessment and management of alignment issues for KAM units.

Suggested Citation

  • Catherine Pardo & Björn Sven Ivens & Kevin Wilson, 2014. "Differentiation and alignment in KAM implementation," Post-Print hal-02313184, HAL.
    • Handle: RePEc:hal:journl:hal-02313184
    as

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    Cited by:

    1. Sandesh, Sadasivan Pillai & .S, Sreejesh & Paul, Justin, 2023. "Key account management in B2B marketing: A systematic literature review and research agenda," Journal of Business Research, Elsevier, vol. 156(C).
    2. Lacoste, Sylvie & Zidani, Kenza & Cuevas, Javier Marcos, 2022. "Lateral collaboration and boundary-spanning from a global leadership perspective: The case of global account managers," Journal of World Business, Elsevier, vol. 57(3).

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