arbiter
JournalsAccount

Value-based KAM: co-developing impactful value propositions within key account management

Shahrzad Yaghtin & Johanna Gummerus

Journal of Business & Industrial Marketing2026https://doi.org/10.1108/jbim-01-2025-0044article
AJG 2ABDC A
Weight
0.50

Abstract

Purpose Key account management (KAM) has been recognized as one of the most strategic and effective selling approaches in business-to-business (B2B) contexts. Given that the inability to develop compelling value propositions (VPs) for key accounts (KAs) can diminish the effectiveness of KAM, this paper aims to recognize potential challenges in co-developing impactful VPs in KAM and to propose strategic solutions to address them. Design/methodology/approach By integrating KAM’s key components and VP phases, and adopting the service-dominant (S-D) logic, this study develops a conceptual framework for a value-based KAM system. It then conducts a literature review through a diagnostic lens to identify strategic challenges in developing effective VPs within the B2B context. This study next uses the theory synthesis approach to create strategic solutions that address the identified challenges within KAM. Findings This research presents a conceptual framework for a value-based KAM system. It then identifies five strategic challenges in developing impactful VPs in KAM: selecting and designing relevant value offerings, translating the VP from a promise into concrete actions, advancing network-oriented value co-creation, effectively communicating the value and ongoing validation of value-in-use. Ultimately, it proposes strategic solutions to address these issues. Originality/value To the best of the authors’ knowledge, this study is among the first studies to conceptualize value-based KAM and propose it as an important value-based selling approach.

Open via your library →

Cite this paper

https://doi.org/https://doi.org/10.1108/jbim-01-2025-0044

Or copy a formatted citation

@article{shahrzad2026,
  title        = {{Value-based KAM: co-developing impactful value propositions within key account management}},
  author       = {Shahrzad Yaghtin & Johanna Gummerus},
  journal      = {Journal of Business & Industrial Marketing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/jbim-01-2025-0044},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Value-based KAM: co-developing impactful value propositions within key account management

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.