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
- Rubio Hidalgo, Pedro
- Maria Victoria Labajo González Director
- María Eugenia Fabra Florit Director
Defence university: Universidad Pontificia Comillas
Fecha de defensa: 12 June 2020
- Amparo Cervera Taulet Chair
- Isabel Carrero Bosch Secretary
- Raquel Redondo Palomo Committee member
- Javier Oubiña Barbolla Committee member
- Francisco José Martínez López Committee member
Type: Thesis
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.