大客户管理的创新:研究趋势和知识差距的识别

IF 2 4区 管理学 Q3 BUSINESS
Christian Lautenschlager, Nektarios Tzempelikos
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引用次数: 2

摘要

摘要目的:本研究旨在全面概述大客户管理(KAM)的研究概况,并在大客户管理创新的背景下确定潜在的知识差距和研究中的研究问题。方法:进行文献计量学和内容分析。对确定的科学文章进行了定量和定性调查,绘制了全球研究格局,并测量了KAM内科学领域和生产的演变。研究发现:企业战略、销售团队素质和组织框架对销售团队素质演进具有重要意义。此外,该研究还确定了围绕KAM的关键意见领袖和当前不断扩大的研究领域。跨文化商业管理、数字营销和电子商务技术是KAM创新增长的新兴领域。启示:本研究为企业对企业营销领域的研究人员提供了一个指南,提供了关于企业对企业营销在企业对企业营销创新方面的学术研究信息。独创性:对相关文献进行系统的回顾,使我们能够更好地了解该领域的知识结构,综合以往研究的发现,并确定正在扩展和新兴的研究领域。此外,我们还确定了KAM领域最具影响力的出版物和作者,为研究人员和从业人员在进行该主题领域的研究提供指导。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Innovation in Key Account Management: Identification of Research Trends and Knowledge Gaps
ABSTRACT Purpose: The present work is aimed to provide a comprehensive overview of the research landscape in Key Account Management (KAM) and to identify potential knowledge gaps and under studied research questions in the context of innovation in KAM. Method: Bibliometric and content analyses have been performed. The identified scientific articles underwent into a quantitative and qualitative investigation to map the global research landscape and to measure the evolution of scientific domains and production within KAM. Findings: The study highlights the significance of the corporate strategy, quality of the sales team and organizational framework for the evolution of KAM. Furthermore, the study identified key opinion leaders and current expanding research areas around KAM. Emerging areas for innovation for growth in KAM are cross-culture business management, digital marketing and e-commerce technologies. Implications: This study offers a guide for researchers on the area of KAM providing information on scholarly work covering B-to-B marketing insights on innovation in KAM. Originality: The conduction of a systematic review of the relevant literature allows us to understand better the intellectual structure of the field, to synthesize the findings of previous studies, and to identify expanding and emerging research areas. In addition, we identify the most influential publications and authors in the KAM field, providing guidance to researchers and practitioners when conducting research on this subject area.
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来源期刊
CiteScore
2.20
自引率
35.70%
发文量
22
期刊介绍: The Journal of Business-to-Business Marketing® encourages diversity in approaches to business marketing theory development, research methods, and managerial problem solving. An editorial board comprised of outstanding, internationally recognized scholars and practitioners ensures that the journal maintains impeccable standards of relevance and rigorous scholarship. The Journal of Business-to-Business Marketing features: •basic and applied research that reflects current business marketing theory, methodology, and practice •articles from leading researchers covering topics of mutual interest for the business and academic communities
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