Key Account Management Process for ABB Large Motors and Generators

Abstract

This thesis focuses on the development of strategic selling through a Key Account Management process in the case organization ABB Large Motors and Generators. This thesis was carried out to strengthen the sales by gaining a better understanding of the highly competitive markets and the customer value-creating processes, as well as the business needs of the company to then develop and offer sophisticated value propositions for the company. This thesis developed the key account management process for successful management of the company’s current and strategically important potential customers.

This thesis was conducted as action research. The data collection mainly relied on interviews and discussions, as well as analysis of relevant internal documents. The interviews were held with key account management team members, and the interviews were documented in field notes. These interviews provided data for the current state analysis and building the proposal in collaboration with the case organization.

The outcome of this thesis is the Key Account Management process for ABB Large Motors and Generators which includes the key account selection processes, selected key account analyses, strategic marketing planning, communication processes and operational delivery processes. The outcome of this thesis will help the case organization in applying the Key Account Management approach in practice.