Efectividad del key account management y sus riesgos futuros, asociados a la estructura del porfolio de clientes y del desarrollo de la marca del distribuidor

  1. Rubio Hidalgo, Pedro
Supervised by:
  1. Maria Victoria Labajo González Director
  2. María Eugenia Fabra Florit Director

Defence university: Universidad Pontificia Comillas

Fecha de defensa: 12 June 2020

Committee:
  1. Amparo Cervera Taulet Chair
  2. Isabel Carrero Bosch Secretary
  3. Raquel Redondo Palomo Committee member
  4. Javier Oubiña Barbolla Committee member
  5. Francisco José Martínez López Committee member

Type: Thesis

Teseo: 630723 DIALNET lock_openRepositorio Comillas editor

Abstract

Over the past decades, a significant amount of research has been done that shows the benefits of developing key account management programs for manufacturers and retailers. The lack of quantitative analysis on the risks for manufacturers is surprising, associated to such relationship with increasingly bigger and powerful customers. Our research and conceptual model, which uses Structural Equations Modeling (SEM), measures and confirms, with a sample of 219 professionals involved in KAM, that the focus of FMCG manufactures on KAM effectiveness also implies future risks for them, due to 1) the imbalance in the customers’ portfolio and 2) the retailers’ own private label growth.