Key account management formalization and effectiveness: A fuzzy-set qualitative comparative analysis

• Published in: Industrial marketing management Vol. 107; no. 107; pp. 450 - 465
• Main Authors: Feste, Jasmin, Ivens, Björn S., Pardo, Catherine
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01-11-2022; Elsevier
• Subjects: Business administration; Economics and Finance; Effectiveness; Formalization; Fsqca; Humanities and Social Sciences; Key account management; Fsqca; Formalization; Effectiveness; Key account management
• ISSN: 0019-8501; 1873-2062
• DOI: 10.1016/j.indmarman.2022.10.006

Formalization is both an important design factor of key account management (KAM) systems and a key concept in research on KAM. However, extant research has provided contradictory results regarding the effect of KAM formalization on KAM effectiveness. We attempt to explain those results by chosing a different methodological perspective, by taking a more differentiated view of KAM formalization, and by studying the combined effects of formal and informal KAM design elements on KAM effectiveness. Our study uses survey data collected from 221 KA managers and analyzed using fuzzy set qualitative comparative analysis (fsQCA). It identifies several equifinal configurations of formal and informal KAM design elements that foster high KAM effectiveness.
•This research draws upon prior studies on KAM formalization.•It distinguishes different types of KAM formalization and combines them with informal elements of KAM systems.•Configurational fuzzy-set Qualitative Comparative Analysis (fsQCA) reveals equifinal KAM designs showing high KAM effectiveness.•The results contribute to a better understanding of some of the contradictory results obtained in prior research encompassing KAM formalization.•Formal selection of key accounts was identified as a core condition for high KAM effectiveness.