Successful Key Account Management: Antecedents and its Impact on the Organizational Performance of Garments Industry in Bangladesh.

Successful Key Account Management: Antecedents and its Impact on the Organizational Performance of Garments Industry in Bangladesh.


  • Kawsar Ahmmed College of Business, Universiti Utara Malaysia
  • Nor Azila Mohd Noor College of Business, Universiti Utara Malaysia


account management, organizational performance, influence of various antecedent factors


Key account management, which refers to serve the strategically important customers, has been acknowledged as an important seller initiated strategy in business to business relationship that impacts profoundly on the organizational performance. The study will examine the relationship between successful key account management and organizational performance. It will also investigate the influence of various antecedent factors on the key account management effectiveness. Using survey questionnaire, data in this study will be collected from Bangladeshi garments factory. Theoretical and practical implications of the study as well as suggestions for future research will be provided.


Download data is not yet available.


Abratt, R. and Kelly, P.M. (2002). Customer-supplier partnerships: perceptions of a successful key account management program. Industrial Marketing Management, Vol. 31(5), pp. 467-76.

Ambler, T. (2004). Marketing and the Bottom Line (2nd ed.). London: Financial Times/Prentice-Hall.

Anderson, J. C., & Narus, J. A. (1984). A model of the distributor’s perspective of distributor–manufacturer working relationships. Journal of Marketing, 48, pp. 62– 74.

Bangladesh Garment Manufacturers and Exporters Association (BGMEA), report 2009. <>, accessed on 10th January, 2011.

Bangladesh ranks fourth in global apparel exports (2010, July 25). The Daily Star, p.

Blau, P. (1964). Exchange and Power in social life. New York: Wiley, NY. Bragg, Arthur J. (1982). National Account Managers to the Rescue. Sales & Marketing Management, 16, pp. 30- 34.

Cook, K.S. and Emerson, R.M. (1978). Power equity commitment in the exchange networks. American Sociological Review, 43, pp. 721-39.

Defining Buying house, Accesed on 25 January, 2011.

Foster, B.D. and Cadogan, J.W. (2000). Relationship selling and customer loyalty: an empirical investigation. Marketing Intelligence & Planning, 18(4), pp. 185-99.

Guesalaga, R., & Johnston, W., (2010). What’s next in key account management research? Building the bridge between the academic literature and the practitioners’ priorities. Industrial Marketing Management 39, pp. 1063–1068. DOI:10.1016/j. indmarman.2009.12.008.

Haider, M. Z. (2007). Competitiveness of the Bangladesh ready-made garment industry in major international markets. Asia-Pacific Trade and Investment Review, 3(1), pp. 3-27.

Homburg, C., Workman, John P. Jr., & Jensen, Ove, (2002), A configurational perspective on key account management; Journal of Marketing, 66, pp. 38-60.

Jones, E., Brown, S. P., Zoltners, A. A. and Weitz, B. A. (2005). The changing environment of selling and sales management. Journal of Personal Selling & Sales Management, 25(2), pp. 105–111.

Kathuria, R., Joshi, M. P. and Porth, S. J. (2007). Organizational alignment and performance: past, present and future. Management Decision, 45(3), pp. 503-517, DOI 10.1108/00251740710745106.

March, J. G. and Sutton, R. I. (1997). Organizational performance as a dependent variable. Organization Science, 8(6), pp. 698-706.

McDonald, M., Millman, T., & Rogers, B. (1997). Key account management: Theory, practice and challenges. Journal of Marketing Management, 13(8), pp. 737−757.

Millman, T. and Wilson, K. (1999). Processual issues in key account management: underspinning the customer-facing organization. Journal of Business and Industrial Marketing, 4(4), pp. 328-37.

Napolitano, L. (1997). Customer-supplier partnering: a strategy whose time has come. Journal of Personal Selling and Sales Management, 17(4), pp. 1-8.

Nuruzzaman and Haque, A. (2009). Lead time management in the garment sector of Bangladesh: an avenue for survival and growth. European Journal of Scientific Research, 33(4), pp.617-629.

Ofel, E. and Sarvary, M. (2003). R&D, marketing, and the success of next- generation products. Marketing Science, 22(3), pp. 355-70.

Ojasalo, J. (2001). Key account management at company and individual levels in business-to-business relationships. Journal of Business & Industrial Marketing, 16(3), pp. 199-218.

Pardo, Catherine (1999). Key account management in the business-to- business-field: a French overview. Journal of Business and Industrial Marketing, 14(4), pp. 276-290.

Pillai, K. G. and Sharma, A. (2003). Mature relationships: why does relational orientation turn into transaction orientation? Industrial Marketing Management, 32, pp. 643– 651. DOI:10.1016/j.indmarman. 2003.06.005

Porter, M. E. (1985). Competitive advantage: creating and sustaining superior performance. New York: The Free Press, NY 10020.

Richard, P. J., Devinney, T. M., Yip, G. S. and Johnson, G. (2009). Measuring organizational performance: towards methodological best practice. Journal of Management, 35(3), pp. 718-804. DOI: 10.1177/0149206308330560

Shapiro, B.P. and Wyman, J. (1981). New ways to reach your customers. Harvard Business Review, (July-August), pp. 103- 110.

Sharma A. (2006). Success factors in key accounts. Journal of Business & Industrial Marketing 21(3), pp. 141–150. DOI 10.1108/ 08858620610662796

Shi, L. H., Zou, S. and Cavusgil, S.T. (2004). A conceptual framework of global account management capabilities and firm performance. International Business Review, 13, pp. 539–553.

Sin, L. Y. M., Tse, A. C. B. , Chan, H., Heung, V. C. S. and Yim, F. H. K. (2006). The effects of relationship marketing orientation on business performance in the hotel industry. Journal of Hospitality & Tourism Research, 30(4), pp. 407-426. DOI: 10.1177/1096348006287863

Tsai, Y. S. and Chen, J. Y. (2008). The dimensions of key account management in Taiwan IT industry: viewpoints of supplier and its key account. Oxford Business &Economics Conference Program, June 22-24, Oxford, UK, pp. 1-17.

Tvorik, S. J. and McGivern, M. H. (1997). Determinants of organizational performance. Management Decision, 35(6), pp. 417–435.

Woodburn, D., Holt, S. and McDonald, M. (2004). Key customer profitability: making money in strategic customer partnerships. Report by the Cranfield Key Account Management Best Practice Club, Cranfield, UK. January.

Workman Jr, John P., Homburg, C., and Jensen, O. (2003). Intraorganizational determinants of key account management effectiveness. Journal of the Academy of Marketing Science, 31(1), pp. 3-21.

Zupancic, D. (2008). Towards an integrated framework of key account management. Journal of Business & Industrial Marketing, 23(5), pp. 323–33. DOI 10.1108/08858620810881593




How to Cite

Ahmmed, K., & Mohd Noor, N. A. (2022). Successful Key Account Management: Antecedents and its Impact on the Organizational Performance of Garments Industry in Bangladesh . Global Business Management Review (GBMR), 4(1), 19–29. Retrieved from