National Account Management: Large Account Selling or Buyer-Supplier Alliance?

C. Jay Lambe · Robert E. Spekman

52 citations0/0 files storedJournal of Personal Selling and Sales Management

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Customer Service Quality and Loyalty Quality and Supply Management Business Strategy and Innovation

Abstract

This paper investigates various ways in which National Account Management (NAM) relationships can differ, and offers a delineation of NAM relationships based on degree of collaboration. Then, focusing on NAM alliances, the most collaborative NAM relationship, the authors conduct an exploratory data analysis to determine if NAM alliances differ from other forms of alliances on various measures of collaboration. The findings suggest that NAM alliances are no less collaborative than other types of alliances. Managerial implications are also presented. In summary, the level of collaboration that exists in a NAM relationship is a key determinant of the appropriate strategies to employ.

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References

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