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Actionable insights from across the Cranfield network

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Key Account Management and Procurement

Mark Davies, visiting fellow at Cranfield, conveys how important is it for key account managers to develop relationships with...


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Tags: Cranfield School of Management, featured learning, featured leadership,

Implementing Key Account Management - KAMA Chameleon

Everyone knows the famous Culture Club song Karma Chameleon. But here we are going to introduce the KAMA Chameleon, or in our...


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Tags: Cranfield School of Management, featured learning, featured leadership,

Why many companies get key account management hopelessly wrong

Professor Malcolm McDonald explores 6 thought-provoking viewpoints on why many organisations are getting Key Account Management...


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Tags: Cranfield School of Management, featured learning, featured leadership,

How can you co-create value with your strategic customers?

Dr Javier Marcos explains the importance of supplier and customer organisations working together towards the same goal and...


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Tags: Cranfield School of Management, featured learning, featured leadership,

Creating compelling customer value propositions

Key account management (KAM) has evolved radically over the last five years or so. The traditional focus of managing a large...


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Tags: Cranfield School of Management, leadership, featured learning,

Implementing Key Account Management: To plan or not to plan…

Ask organisations to list the essential ingredients of a Key Account implementation and Key Account Plans will always feature on...


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Tags: Cranfield School of Management, leadership, featured learning,

Adopting Key Account Management - 12 Mistakes to Avoid

Planning for success can be daunting for organisations that recognise they need to focus on managing a portfolio of fewer (but...


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Tags: Cranfield School of Management, featured learning, featured leadership,

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