Influence of Key Account Management Practices on Firm Perfomance of Nation Media Group PLC

Abstract

Key accounts management has been adopted as a strategy in most organizations as a guide to dealing with these key customers through a careful selection of the key accounts, assigning of strategic key account managers, allocation of resources towards running of KAM activities alongside issues such as top management involvement and support. The goal of this research was to establish the influence of key account management practices of the firm performance on Nation Media Group. The research took a case study approach that targeted four respondents from the subject organization. Individuals from the Human Resource, Strategy and Innovation and advertising departments were interviewed through a structured interview guide. The data collected was thereafter interpreted through content analysis The study found that Key Account Management practices had a positive impact on Nation Media Groups performance owing to the fact that through improving the organization’s relationships with their key clients, loyalty was enhanced. This was found to be advantageous because these key clients were excellent avenues for cross selling and upselling of the organization’s products and were also seen as a source of new clients through brand advocacy which are all positive factors towards the organization’s performance.