Towards an integration of corporate foresight in key account management

Corporate Foresight (CF) suggests a strategic capability that enables organisations to anticipate emerging market trends, customer needs, and competitive dynamics, providing a proactive approach to decision-making and value creation. This article explores the transformative potential of CF in key account management (KAM), shedding light on its role in shaping the future of customer engagement and organisational success. This study proposes a conceptual framework integrating CF practices into KAM processes and performance metrics. The findings emphasise the critical role of CF in driving innovation, fostering long-term customer relationships, and achieving competitive advantage. The paper extends the KAM research agenda, positioning the analysis of KAM in a broader organisational context, beyond the ‘boundaries’ of the sales/ marketing function. The article concludes by offering practical implications and recommendations for organisations seeking to embrace the power of foresight in their KAM strategies. Finally, we identify avenues for future research.