Abstract
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.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
