Key accounts: effectively managing strategic complexity

This case study is the result of in‐depth investigation into a major Swedish multinational company in the data processing and computer equipment field. Addresses the issue of key account management and questions some of the existing views in the literature. In particular, it demonstrates that key customer account management involves much more than “better relationship management”, and extends far beyond sole consideration of sales to, and profitability of (for the supplier), the individual customer. Covers many considerations, which start at the corporate strategy level, going via customer portfolio management, and down to the management of complex networks of actors involved in the relationship between supplier and key customer account.