{"title":"Is KAM focus driving FMCG manufacturers towards an imbalanced customer portfolio shape","authors":"Pedro Rubio, M. Fabra, V. Labajo","doi":"10.1504/ijbe.2020.107510","DOIUrl":null,"url":null,"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.","PeriodicalId":54077,"journal":{"name":"International Journal of Business Environment","volume":" ","pages":""},"PeriodicalIF":1.1000,"publicationDate":"2020-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1504/ijbe.2020.107510","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Business Environment","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1504/ijbe.2020.107510","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.
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