Antelo, Manel; Bru, Lluis - Instituto Universitario de Estudios e Desenvolvemento … - 2013
Bilateral deals for large clients or key account management (henceforth KAM) is traditionally justified in terms of the importance of a long-term association between a firm and such clients. However, in this paper we offer a different rationale for a seller to apply KAM to its large buyers. When...