Top management involvement with key accounts: The concept, its dimensions, and strategic outcomes

This research proposes a new conceptualization of top management involvement (TMI) in key account management (KAM) - i.e. the breadth and nature of the construct and the specific ways in which senior executives are involved in KAM, which is derived from organization theory and insights from 27 in-depths with KAM practitioners. These dimensions are grouped in two types: direct TMI involvement (through customer contact), and indirect TMI involvement (through decision-making and organizational alignment). The authors then survey 261 key account managers and conduct multiple regression analysis to examine how the dimensions of TMI relate to KAM outcomes. They find that top managers' social interaction with customers is more relevant than business-related interaction, which can even be detrimental when focused on tactical issues. The results also suggest that senior managers should support key account management by aligning the goals and procedures of the different functional areas in the company, and by participating in decision-making of strategic issues.