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Paper info: A Participatory Action Research Study of Key Account Management Changes

Title


A Participatory Action Research Study of Key Account Management Changes

Authors


Alan Gilchrist
Lancaster University
United Kingdom
Alan Gilchrist ,
Geoff Easton
Lancaster University
United Kingdom
Geoff Easton and
Peter Lenney
Lancaster University
United Kingdom
Peter Lenney

Place of Publication


The paper was published at the 20th IMP-conference in Copenhagen, Denmark in 2004.

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Abstract


Pure Participatory Action Research projects in the IMP research tradition are rather rare. This paper describes both the process and the outcomes of such a project carried out for a major business to retail firm in the UK. The issue at hand was, and is, Key Account Management, defined in a very broad way. The process is one of changing the ways in which the actors in the firm at different levels work together to try to coordinate the long term strategy and short term operations in relation to powerful retail customers. The outcomes for the firm have, so far, been very positive. The outcomes for the researchers are too early to fully evaluate but look very promising.