Sales coordination and structural complexity

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http://hdl.handle.net/10138/40712

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Rehme , J , Kowalkowski , C & Nordigården , D 2013 , ' Sales coordination and structural complexity : A national-international comparison ' JOURNAL OF BUSINESS & INDUSTRIAL MARKETING , vol 28 , no. 6 , pp. 514-522 . DOI: 10.1108/JBIM-04-2013-0097

Title: Sales coordination and structural complexity;
A national-international comparison
Author: Rehme, Jakob; Kowalkowski, Christian; Nordigården, Daniel
Other contributor: Hanken School of Economics, Marketing, Helsinki
Publisher: Emerald Group Publishing Ltd
Date: 2013
Language: eng
Number of pages: 8
Belongs to series: JOURNAL OF BUSINESS & INDUSTRIAL MARKETING
ISSN: 0885-8624
DOI: http://dx.doi.org/10.1108/JBIM-04-2013-0097
URI: http://hdl.handle.net/10138/40712
Abstract: Purpose: The existing literature on key account management (KAM) has focused more on sales forces and management levels than on their evolution. This study explores how sales activities can be coordinated to accommodate national and international KAM programs. Design/methodology/approach: A longitudinal study of the industrial conglomerate ABB 1996–2008. Findings: The diversity associated with geography and product complexity creates demands for a more flexible organization that can provide a more complete offering portfolio across national boundaries and still handle the demands of local organizations. In addition to internal organizational contingencies, the key factors and driving forces for the development of KAM programs are the marketing and purchasing strategies that buyer and seller firms perceive and encounter. Research limitations/implications: The data is limited to one corporation and some of its key customers in different industries. Although the internal and construct validity of the findings are strong, the external validity cannot be assessed precisely. Originality/value: The 12-year study brings valuable insights to the development of KAM programs in multinational corporations and addresses coordination issues related to geographical and product complexity.
Subject: 512 Business and Management
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