12,000

We have over 12,000 students, from over 100 countries, within one of the safest campuses in the UK

93%

93% of Lancaster students go into work or further study within six months of graduating

Home > Research > Publications & Outputs > A participatory action research study of key ac...
View graph of relations

« Back

A participatory action research study of key account management changes

Research output: Working paper

Published

Publication date2006
Place of publicationLancaster University
PublisherThe Department of Marketing
Original languageEnglish

Publication series

NameMarketing Working Paper Series

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.