A stage model for transitioning to KAM

Iain Davies, Lynette J. Ryals

Research output: Contribution to journalArticlepeer-review

23 Citations (Scopus)


This paper investigates the under-researched area of key account management (KAM) implementation through a systematic review of the literature, syndications with a panel of industry exemplars, and a survey investigating how organisations implement KAM. Through this we identify a stage model that identifies not only how companies currently transition to KAM in practice, but also suggests how they could improve their chances of success in transitioning to KAM. We demonstrate the fundamental elements of a KAM programme and the extent to which companies feel KAM has met their pre-implementation expectations.

Original languageEnglish
Pages (from-to)1027-1048
Number of pages22
JournalJournal of Marketing Management
Issue number9-10
Publication statusPublished - 23 Jul 2010


  • implementation
  • industrial marketing
  • key account management
  • sales management
  • strategic account management

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