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Key Account Management e a articulação de recursos : casos de estudo
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Autores
Orientador(es)
Resumo(s)
Os relacionamentos empresariais têm ganho cada vez mais importância nos
mercados business-to-business (B2B). Uma abordagem frequentemente utilizada pelas
empresas para gerir o relacionamento com os seus clientes chave é o Key Account
Management. Esta é uma atividade que é usada em diferentes indústrias e, por este
motivo, tem sido cada vez mais estudada na literatura. A literatura tem reconhecido
bastantes benefícios e fatores de sucesso na gestão dos relacionamentos com os clientes.
Posto isto, este estudo incide sobre Key Account Management como sendo uma
abordagem que envolve a articulação de recursos e capacidades, bem como de diversas
áreas funcionais dentro, ou até mesmo fora, de uma empresa. Com esta perspetiva de
base, este estudo pretende explorar em que medida é que a mobilização de recursos pode
impactar os relacionamentos com as Key Accounts.
Foram conduzidos dois estudos de caso no setor farmacêutico para explorar o
impacto da gestão de recursos na criação de valor nos relacionamentos com Key Accounts.
O estudo permite evidenciar a importância que a gestão de recursos tem no Key Account
Management, bem como o impacto que os próprios relacionamentos têm na coordenação
destes mesmos recursos e capacidades associadas. Neste contexto, verificou-se ainda que
existem diversos fatores que afetam a gestão dos recursos e, consequentemente, os
relacionamentos.
Business relationships have become increasingly important in business-tobusiness (B2B) markets. One approach often used by companies to manage the relationship with their key customers is Key Account Management. This is an activity that is used in different industries and, for this reason, has been increasingly studied in literature. The literature has recognized many benefits and success factors in managing customer relationships. That said, this study focuses on Key Account Management as an approach that involves the articulation of resources and capabilities as well as various functional areas within, or even outside, a company. With this basic perspective, this study aims to explore to what extent resource mobilization can impact Key Account relationships. Two case studies were conducted in the pharmaceutical industry to explore the impact of resource management on value creation in relationships with Key Accounts. The study provides evidence of the importance that resource management has in Key Account Management, as well as the impact that the relationships themselves have on the coordination of these same resources and associated capabilities. In this context, it was also found that there are several factors that affect the management of resources and, consequently, relationships.
Business relationships have become increasingly important in business-tobusiness (B2B) markets. One approach often used by companies to manage the relationship with their key customers is Key Account Management. This is an activity that is used in different industries and, for this reason, has been increasingly studied in literature. The literature has recognized many benefits and success factors in managing customer relationships. That said, this study focuses on Key Account Management as an approach that involves the articulation of resources and capabilities as well as various functional areas within, or even outside, a company. With this basic perspective, this study aims to explore to what extent resource mobilization can impact Key Account relationships. Two case studies were conducted in the pharmaceutical industry to explore the impact of resource management on value creation in relationships with Key Accounts. The study provides evidence of the importance that resource management has in Key Account Management, as well as the impact that the relationships themselves have on the coordination of these same resources and associated capabilities. In this context, it was also found that there are several factors that affect the management of resources and, consequently, relationships.
Descrição
Mestrado Bolonha em Gestão e Estratégia Industrial
Palavras-chave
Key Account Management gestão de relacionamentos valor de cliente gestão de recursos histórico de relacionamento espírito de equipa relationship management customer value resource management relationship history team spirit
Contexto Educativo
Citação
Esteves, Patrícia Aires (2022). “Key Account Management e a articulação de recursos : casos de estudo”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão