Antecedents and Consequence of Key Account Management Success: a Review, Framework and Research Agenda

This paper traces the issue of key account managementsuccess which has regarded as a pressing concernof many companies’ sales efforts at the organizational business-to-business context. Based on the extensive review ofextant literatures, we introduced a theoretical frameworkthat covers the antecedents and consequence of key accountmanagement success. We theorized the conditions underwhich organizational and relational factors influence thesuccess of key account management approach. We endeavorto develop research propositions for each construct and providenecessary suggestions to isolate a platform for futureempirical research. Beyond this span, an improved understandingfrom this framework will help developing policiesfor successful key account management approach.