Is KAM focus driving FMCG manufacturers towards an imbalanced customer portfolio shape

Abstract

This paper seeks to address the issue of potential risks for fast-moving consumer goods (FMCG) manufacturers arising from an excessive focus on key accounts. In a context of increasing customer concentration, there is a need for a deeper understanding of the key account management phenomenon's consequences. Our conceptual model, which uses structural equations modelling (SEM) measures and confirms that the focus of FMCG manufacturers on KAM effectiveness also implies future risks for them due to an imbalance in the customer portfolio.