Antecedents and Consequence of Key Account Management Success: a Review, Framework and Research Agenda

Ahmmed, Kawsar,Noor, Nor Azila Mohd. KNU The Institute of Management Economy Research 2013 Asia-Pacific Journal of Business Vol.4 No.1

This paper traces the issue of key account management success which has regarded as a pressing concern of many companies' sales efforts at the organizational business-to-business context. Based on the extensive review of extant literatures, we introduced a theoretical framework that covers the antecedents and consequence of key account management success. We theorized the conditions under which organizational and relational factors influence the success of key account management approach. We endeavor to develop research propositions for each construct and provide necessary suggestions to isolate a platform for future empirical research. Beyond this span, an improved understanding from this framework will help developing policies for successful key account management approach.

Determinants of Key Account Management Performance in Business-to-Business Relationship: The Garments Industry in Bangladesh

Kawsar Ahmmed,Nor Azila Mohd Noor 한국유통과학회 2014 유통과학연구 Vol.12 No.11

Purpose – This study traces the determinants of key account management performance in the garments industry in Bangladesh. The key account management approach involves significant challenges for marketers to manage their strategically important customers and use this approach as a strategic weapon in their selling efforts. This study examines three categories of determinants of key account management performance including operational variables, organizational variables, and relational variables by exploring data from 100% export oriented readymade garments companies in Bangladesh. Research design, data, and methodology – Data were collected from 30 readymade garments manufacturers, considering a company as a unit of analysis. Using the data, instrument validity and reliability and, subsequently, data normality were examined using the Statistical Package for the Social Sciences (SPSS) software to isolate the important determinants of key account management performance. Results – The instruments are reliable and the data are reasonably normal. Conclusion – The study explored and validated the adapted instruments of various operational, organizational, and relational antecedent factors of key account management performance, most of which were thus far ignored.

Key Account Management: Towards a Multidimensional Definition

Kawsar Ahmmed,Nor Azila Mohd. Noor 한국유통과학회 2012 Asian Journal of Business Environment (AJBE) Vol.2 No.1

The aim of this paper is to propose an integrative definition of key account management (KAM) at the organizational level through a content analysis of the existing definitions of KAM available in the business literatures. A representative pool of definitions of key account management was generated through literature review from twenty three journals that covers the divergence of name variety like global account management, strategic account management, national account management, international key account management, key client management, major account management, key customers management and key account management. Relating to the definition of key account management various attributes are identified through content analysis and according to the relevance, profile for each attributes are developed. On the basis of these attributes a diagrammatic and textual definition is proposed that covers the different standpoints and aspects of key account management approach and captures its essence as well. Eventually, several strategic implications are derived that create the field for further empirical investigation.

Managing Key Accounts in the Readymade Garments Industry: To What Extent Bangladeshi Companies Perform

Kawsar Ahmmed,Nor Azila Mohd. Noor 한국유통과학회 2018 The Journal of Asian Finance, Economics and Busine Vol.5 No.4

With the paramount importance of key account management in business-to-business relationship, today companies are using this approach as a strategic weapon in their selling efforts targeted at the most important customers to solve their complex requirements with special treatment that eventually ensures both parties’ financial and nonfinancial objectives. The aim of this paper is to investigate the level of key account management performance among the export-oriented readymade garments companies in Bangladesh with regards to company’s experience in business, size of the company and key account serving capacity of the company. Using a questionnaire, data from 112 readymade garments companies in Bangladesh were collected and analyzed using descriptive analysis and ANOVA to test the level of key account management performance. Results show that the level of key account management performance by the garments companies did not vary by the company’s experience in business and size of the company respectively. In contrast, the level of key account management performance was found to be different concerning high, medium, and low customer service capacity. Apparently, companies with big number of customers show better performance than companies with small number of customer. Implications for this study are discussed along with suggestions for future research avenues.

An Analysis on Tourism Marketing in Bangladesh

( Mortuza Ahmmed ) 한국문화관광학회 2013 문화관광연구 Vol.15 No.1

Tourism is the fastest growing and single largest industry in the world. The tourism industry of Bangladesh is of no exception from this. It can play an important role to contribute in the national economy of the country. Bangladesh is a developing country in Asia, holding high potentiality for tourism. There are hills, vales, deep and mangrove forests, rivers and the longest beach in the world. In this country, the scope of nature based tourism, research based tourism, culture based tourism and eco-tourism is quite evident. Having all the minimum requirements, the tourism industry could not develop adequately. Even a very few studies are available related to the issue of tourism marketing in Bangladesh. The overall objective of this research is to have an overview in tourism marketing in Bangladesh highlighting the issues and challenges being faced in this sector.

Theorizing Length of Relationship as Moderator of Key Account Management Performance- Repeat Order Link

Kawsar Ahmmed,Nor Azila Mohd Noor 국제융합경영학회 2014 융합경영연구 Vol.2 No.1

In today’s highly competitive and fast changing business environment, key account management-a supplier company initiated relationship marketing approach targeted at the most important customers to solve their complex requirements with special treatment that eventually ensures both parties’ financial and nonfinancial objectives- has regarded as a strategic weapon of many companies’ sales efforts to manage their strategically important customers. On the basis of the existing studies, this research introduces a theoretical model highlighting the hypothetical relationship between key account management performance and repeat order. In addition, moderating effect of length of relationship on the relationship between key account management performance and repeat order is also introduced. We theorize the conditions under which key account management performance influences key customer repeat order behavior as well as the influence of moderating variable of length of relationship on key account management performance-repeat order relationship. Theoretical and managerial implications are provided along with suggestions to isolate a platform for future empirical research.

Key Account Management in Business-to-Business Relationship: Identifying Top K Persuaders Using Singular Value Decomposition

Kawsar Ahmmed,Nor Azila Mohd Noor 한국유통과학회 2016 유통과학연구 Vol.14 No.9

Purpose - Key account management is a supplier company initiated relational approach that has received great attention from both academics and practitioners manifested in the business-to-business relationship literatures. However, there is widespread debate and contention on what should be the underlying theoretical base for defining this vital part of relationship marketing. With the insights from the social exchange theory, present paper explores how social exchange affects the dynamic nature of key account management relationship at the organizational level. Research design, data, and methodology - The paper follows a comprehensive review approach to examine the relationship between social exchange theory and key account management approach. Conceptual arguments and findings are assessed across studies with the main objective of showing how social exchange theory develops the governance mechanism in maintaining the key account relationship. Results - Since relational norm is considered as a glue for the maintenance of buyer-seller relationship in social exchange theory, factors develop the non-contractual governance mechanism ‘relationship’ in business-to-business relationship and this norm replaces or supplements more formal governance mechanisms such as contracts are explored. Conclusions - This paper advances central relational norm to manage the company’s most important key customers and demonstrates how this norm can be developed in buyer-seller key account relationship. Implications from this new perspective are forwarded.

Antecedents and Consequence of Key Account Management Success: a Review, Framework and Research Agenda

Kawsar Ahmmed,Nor Azila Mohd,Noor 강원대학교 경영연구소 2013 Asia-Pacific Journal of Business Vol.4 No.1

This paper traces the issue of key account management success which has regarded as a pressing concern of many companies’ sales efforts at the organizational business-to-business context. Based on the extensive review of extant literatures, we introduced a theoretical framework that covers the antecedents and consequence of key account management success. We theorized the conditions under which organizational and relational factors influence the success of key account management approach. We endeavor to develop research propositions for each construct and provide necessary suggestions to isolate a platform for future empirical research. Beyond this span, an improved understanding from this framework will help developing policies for successful key account management approach.

Practices of Relationship Marketing: A Domain Review

Kawsar Ahmmed,Nor Azila Mohd Noor,Shahidul Islam 한국유통과학회 2016 KODISA ICBE (International Conference on Business Vol.2016 No.-

This paper traces the issues relating to the practice of relationship marketing (RM) in the business-to-business context. Because of its inherent suitability, it generates fruitful result for the practicing organizations. Rapid technological advancement, adoption of total quality programs, rapid growth of the service industry, organizational redesigning and reengineering and an increase in competitive intensity leading to the growth of relationship marketing orientation. Relationship marketing has its long historical background. From the pre-industrial era to the present post-industrial era it is evolving and more and more organizations are embracing the relationship marketing stance. To do better with the RM approach its inherent characteristics including structural characteristics and process characteristics should be understood clearly by the practicing companies. As relationship marketing is a multi-dimensional construct consists of various elements like bonding, empathy, tangibility, reciprocity and trust, due attention needed to be availed by the organization to utilize the RM strategy properly. In addition, conditions for practicing relationship marketing should be understood well to avoid the situation made the approach less effective. Finally as divergences are available, its comparatively new area of key account management strategy is also examined.

Measuring perceived school support for inclusive education in Bangladesh: the development of a context-specific scale

Masud Ahmmed 서울대학교 교육연구소 2013 Asia Pacific Education Review Vol.14 No.3

International studies have identified that teachers require adequate support, including human and material resources, if they are to successfully implement inclusive education (IE) in regular classes. Past research shows that the level of support teachers feel they are receiving, from members of the school community and in the provision of appropriate teaching resources and training, may influence their attitudes towards IE and their willingness to undertake IE. Conceptualizing perceived school support as a subjective norm within the theory of planned behaviour, a context-specific, ‘Perceived School Support for Inclusive Education’ (PSSIE) scale was developed to measure teachers’ perceptions of support. This paper reports the development process of the PSSIE scale which included item generation, content validation and statistical procedures. Using a four-stage sampling method, a sample of 1,387 primary school teachers from the Dhaka Division of Bangladesh was selected for this study. The results provide preliminary evidence that the PSSIE (with eight items) meets the standards for reliability and, thus, presents as a useful scale by which to measure teachers’ perceptions of school support for implementing IE. The paper also illustrates limitations and direction for further studies.