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Title: Het succes van key account-relaties - verklarend onderzoek met een geïntegreerd model.
Authors: Huntelaar, M
Keywords: key account management
personal selling
industrial marketing
relationship marketing
Issue Date: 1-Apr-2016
Publisher: Open Universiteit Nederland
Abstract: Key Account Management has been the subject of numerous studies that have been carried from different perspectives. This study examines the validity of a model that combines aspects that influence the effectiveness of the key account relationship on the organizational level and on the level of the individual key account manager. The paper shows that on the organizational level strategic fit, operational fit, organizational support and team spirit have a significant relationship with an effective relationship with key accounts. On the personal level of the key account manager personal fit, intrapreneurial ability and communicative capabilities contribute to the success of the relationship. Also strategic fit between organizations has a moderating effect on the relationship between intrapreneurial ability of the key account manager and relationship effectiveness. In contrast with the theory the relationship between the quality of communication and a successful relationship is significant when personal fit is low, instead of when it is high.
Appears in Collections:MSc Management Science

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