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O papel do Key Account Management na criação de valor nas relações B2B no setor FMCG em Portugal: a perspetiva dos Gestores Comerciais / Key Account Managers
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A presente dissertação analisa o papel do Key Account Management (KAM) na criação de valor relacional nas relações business-to-business (B2B) no setor dos bens de grande consumo (FMCG) em Portugal, a partir da perspetiva dos gestores comerciais/Key Account Managers. O estudo parte do reconhecimento de que, em contextos marcados por forte concorrência, pressão comercial, margens reduzidas e elevada concentração de clientes, a gestão das contas estratégicas assume um papel central na construção de relações comerciais estáveis e duradouras.
A investigação adotou uma abordagem qualitativa, de natureza exploratória e interpretativa, recorrendo à realização de entrevistas semiestruturadas a gestores comerciais/Key Account Managers com experiência na gestão de clientes estratégicos no setor FMCG. Os dados recolhidos foram analisados através de análise temática, permitindo identificar práticas de KAM, dimensões de valor relacional e resultados relacionais associados às relações com clientes estratégicos.
Os resultados mostram que o KAM é percecionado como uma prática relacional e estratégica que ultrapassa a simples negociação comercial. As práticas identificadas incluem a proximidade ao cliente, a adaptação da atuação comercial, a coordenação interna, o acompanhamento do negócio, a utilização de informação de apoio à decisão e a gestão continuada da relação. Ao nível do valor relacional, destacam-se dimensões como a confiança, a cooperação, o suporte e o equilíbrio de poder. Os resultados evidenciam ainda que a criação de valor relacional se associa à fidelização, à intenção de continuidade da parceria e à recomendação do fornecedor. Simultaneamente, o estudo confirma que o contexto específico do setor FMCG condiciona de forma significativa estas dinâmicas.
Conclui-se que o Key Account Management contribui para a criação de valor relacional nas relações B2B no setor FMCG em Portugal, reforçando a importância da dimensão relacional na gestão de clientes estratégicos.
This dissertation analyses the role of Key Account Management (KAM) in the creation of relational value in business-to-business (B2B) relationships within the fast-moving consumer goods (FMCG) sector in Portugal, from the perspective of sales managers/Key Account Managers. The study is based on the recognition that, in contexts marked by strong competition, commercial pressure, reduced margins, and a high concentration of customers, the management of strategic accounts plays a central role in the development of stable and long-term commercial relationships. The research adopted a qualitative, exploratory and interpretative approach, using semi-structured interviews with sales managers/Key Account Managers experienced in managing strategic customers in the FMCG sector. The data collected were analysed through thematic analysis, allowing the identification of KAM practices, dimensions of relational value, and relational outcomes associated with relationships with strategic customers. The findings show that KAM is perceived as a relational and strategic practice that goes beyond simple commercial negotiation. The identified practices include customer proximity, adaptation of commercial action, internal coordination, business monitoring, the use of decision-support information and ongoing relationship management. In terms of relational value, dimensions such as trust, cooperation, support and power balance stand out. The results also show that the creation of relational value is associated with customer loyalty, intention to continue the partnership and supplier recommendation. At the same time, the study confirms that the specific context of the FMCG sector significantly shapes these dynamics. It is concluded that Key Account Management contributes to the creation of relational value in B2B relationships in the FMCG sector in Portugal and reinforces the importance of the relational dimension in the management of strategic customers.
This dissertation analyses the role of Key Account Management (KAM) in the creation of relational value in business-to-business (B2B) relationships within the fast-moving consumer goods (FMCG) sector in Portugal, from the perspective of sales managers/Key Account Managers. The study is based on the recognition that, in contexts marked by strong competition, commercial pressure, reduced margins, and a high concentration of customers, the management of strategic accounts plays a central role in the development of stable and long-term commercial relationships. The research adopted a qualitative, exploratory and interpretative approach, using semi-structured interviews with sales managers/Key Account Managers experienced in managing strategic customers in the FMCG sector. The data collected were analysed through thematic analysis, allowing the identification of KAM practices, dimensions of relational value, and relational outcomes associated with relationships with strategic customers. The findings show that KAM is perceived as a relational and strategic practice that goes beyond simple commercial negotiation. The identified practices include customer proximity, adaptation of commercial action, internal coordination, business monitoring, the use of decision-support information and ongoing relationship management. In terms of relational value, dimensions such as trust, cooperation, support and power balance stand out. The results also show that the creation of relational value is associated with customer loyalty, intention to continue the partnership and supplier recommendation. At the same time, the study confirms that the specific context of the FMCG sector significantly shapes these dynamics. It is concluded that Key Account Management contributes to the creation of relational value in B2B relationships in the FMCG sector in Portugal and reinforces the importance of the relational dimension in the management of strategic customers.
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Key Account Management Valor relacional Relações B2B Setor FMCG Key Account Management relational value B2B relationships FMCG sector