The impact of organisational context on the failure of key and strategic account management programmes

Purpose - This paper aims to explore some of the contextual reasons for the failure of key or strategic account management (K/SAM) programmes. It will discuss how organisational context impacts the implementation and effective operation of such programmes in business-to-business markets. The paper looks at the issues affecting K/SAM programmes rather than the management of individual relationships. Organisational context shapes the work environment (Rice 2005, Porter and McGloghlin, 2006): it is comprised of those elements that drive behaviour and facilitate or impede management processes (Goodman and Haisley, 2007). The literature prescribes a wide range of contextual elements conducive to K/SAM processes, but is less expansive on the subject of elements that may cause K/SAM programmes to disappoint. Design/methodology/approach - This work in-progress paper takes an inductive approach to material provided by surveys of K/SAM communities and their discussions in LinkedIn special interest groups or similar forums to develop a model to give structure to the organisational context issues which may be responsible for K/SAM failure. Findings - From an initial reading of the literature, two broad categories of factors were identified as elements of organizational context: what might be called the formal or "hard" elements supporting K/SAM programmes and the "soft", more informal and partly cultural elements that "moderate" or "intervene" in implementation. A model is developed to illustrate the linkages between organizational elements in K/SAM. Research limitations/implications - Although a pilot study, we believe that valuable insights into KAM failure are provided by the study. The next stage will include a co-operative inquiry approach based on this data, in which participants will actively validate and develop the model by exploring it within their organisations. Practical implications - The paper draws out a number of significant implications for managers. Originality/value - The existing context within which attempts are made to implement K/SAM have received little attention and often are ignored or remain "unspoken". This paper addresses those important issues.