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

IF 1.1 Q4 BUSINESS

International Journal of Business Environment Pub Date : 2020-05-31 DOI:10.1504/ijbe.2020.107510

Pedro Rubio, M. Fabra, V. Labajo

引用次数: 0

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.

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KAM关注是否推动快速消费品制造商走向不平衡的客户组合形态

本文试图解决快速消费品（FMCG）制造商因过度关注关键客户而产生的潜在风险问题。在客户日益集中的背景下，需要更深入地了解大客户管理现象的后果。我们的概念模型使用结构方程建模（SEM）测量并证实，快速消费品制造商对KAM有效性的关注也意味着由于客户组合的不平衡，他们将面临未来的风险。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Business Environment BUSINESS-

CiteScore

2.00

自引率

23.10%

发文量

期刊介绍： Environmental dynamism is a widely-explored construct in organisation theory/strategic management literature. It has growing importance according to the degree of instability/turbulence of such key operating concerns as market/industry conditions as well as more general technological, economic, social, political forces. An organisation''s ability to adapt to changing environmental circumstances is key to survival. IJBE examines how firms behave under different types of environment and the external influences on businesses. It addresses a wide variety of business decisions/processes/activities within the business environment.