Papers and articles
Why are senior managers (not) involved with their firm’s most important customers? (In brief)
This very brief summary of conclusions from Victor Wullink’s Masters thesis gives a flavour of what he discovered from interviewing seven very different companies. He found that a relationship exists between the degree of KAM embeddedness in a firm and top management involvement. Its importance in terms of acquiring and retaining customers depends on customer perceptions, particularly when the product can be…
To access this post, you must be a member. Please login or sign up.
