Key account management and value co-creation in multi-stakeholder ecosystems. A “market access” mix

Daniele Leone · Francesco Schiavone · Michele Simoni

19 citations0/0 files storedJournal of Business and Industrial Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Service and Product Innovation Business Strategy and Innovation Corporate Governance and Management

Abstract

Purpose The present study aims to contribute to the growing stream of literature about the network perspective of value co-creation via key account management (KAM) by exploring how firms, in complex industrial markets, use key account strategies to create value, not only for buyers and sellers of industrial products/services but also, more widely, for larger ecosystems of stakeholders. The research question this paper seeks to address is how the KAM approach promotes value co-creation in multi-stakeholder ecosystem. Design/methodology/approach To answer this research question, this study uses a qualitative research approach based on data triangulation. This study focuses on the market access (MA) strategies implemented by a multinational UK-based pharmaceutical company within the Italian multi-stakeholder health-care ecosystem over several years. Findings The results show that KAM in complex networks acts as a catalyst for value creation, through multiple interactions with different actors and an ad hoc configuration of five strategic levers: product performance, economic impact, institutional relationships, commercial organization and communication. These levers are able to unlock the appropriate value drivers and form a specific “market access mix” implemented by the firm to both promote the adoption of the firm’s products and generate value for all market stakeholders. Originality/value The study offers an innovative and comprehensive evidence-based model for designing specific MA strategies aimed at co-creating value within multi-stakeholder ecosystems. The proposed MA mix outlines the fact that knowledge, relationships and innovation are not unique factors that can be leveraged by stakeholders to co-create value.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 19 citations exist upstream.

References

1989Building Theories from Case Study Research 2012Seeking Qualitative Rigor in Inductive Research 2007Service-dominant logic: continuing the evolution 2002The Role of the Institutional Environment in Marketing Channels 2007Learning from Multi-Stakeholder Networks: Issue-Focussed Stakeholder Management 2011A stakeholder perspective of the value proposition concept 2010Marketing as Value Co-creation Through Network Interaction and Resource Integration 2003Intraorganizational Determinants of Key Account Management Effectiveness

Cited by

2023Supporting value co-creation through interaction during the pre-purchase customer journey: empirical evidence from B2B HR services

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.