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.

摘要

目的：目前的工作旨在全面概述大客户管理 (KAM) 的研究前景，并在 KAM 创新的背景下确定潜在的知识差距和研究不足的问题。

方法：已进行文献计量和内容分析。确定的科学文章进行了定量和定性调查，以绘制全球研究格局并衡量 KAM 内科学领域和生产的演变。

结果：该研究强调了企业战略、销售团队素质和组织框架对 KAM 演变的重要性。此外，该研究确定了关键意见领袖和当前围绕 KAM 不断扩大的研究领域。KAM 增长的新兴创新领域是跨文化业务管理、数字营销和电子商务技术。

意义：本研究为 KAM 领域的研究人员提供了指南，提供了有关 KAM 创新的 B-to-B 营销见解的学术工作信息。

独创性：对相关文献进行系统审查，使我们能够更好地了解该领域的知识结构，综合先前研究的结果，并确定不断扩大和新兴的研究领域。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学科领域的研究时提供指导。