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A participatory action research study of key account management changes

Research output: Working paper

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A participatory action research study of key account management changes. / Lenney, P; Easton, G; Gilchrist, A.
Lancaster University: The Department of Marketing, 2006. (Marketing Working Paper Series).

Research output: Working paper

Harvard

Lenney, P, Easton, G & Gilchrist, A 2006 'A participatory action research study of key account management changes' Marketing Working Paper Series, The Department of Marketing, Lancaster University.

APA

Vancouver

Lenney P, Easton G, Gilchrist A. A participatory action research study of key account management changes. Lancaster University: The Department of Marketing. 2006. (Marketing Working Paper Series).

Author

Lenney, P ; Easton, G ; Gilchrist, A. / A participatory action research study of key account management changes. Lancaster University : The Department of Marketing, 2006. (Marketing Working Paper Series).

Bibtex

@techreport{90336aa82431455a997a9f823b707483,
title = "A participatory action research study of key account management changes",
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.",
author = "P Lenney and G Easton and A Gilchrist",
year = "2006",
language = "English",
series = "Marketing Working Paper Series",
publisher = "The Department of Marketing",
type = "WorkingPaper",
institution = "The Department of Marketing",

}

RIS

TY - UNPB

T1 - A participatory action research study of key account management changes

AU - Lenney, P

AU - Easton, G

AU - Gilchrist, A

PY - 2006

Y1 - 2006

N2 - 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.

AB - 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.

M3 - Working paper

T3 - Marketing Working Paper Series

BT - A participatory action research study of key account management changes

PB - The Department of Marketing

CY - Lancaster University

ER -