On the stability of buyer groups under key account management
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Título: | On the stability of buyer groups under key account management |
Outro/s título/s: | Sobre la estabilidad de los grupos de compradores bajo la gestión de cuentas clave |
Autor/a: | Antelo Suárez, Manel Bru, Lluís |
Centro/Departamento: | Universidade de Santiago de Compostela. Departamento de Fundamentos da Análise Económica |
Palabras chave: | Buyer group | Key account management | Market segmentation | Grupo de compradores | Gestión de cuentas clave | Segmentación del mercado | |
Data: | 2018 |
Editor: | Springer |
Cita bibliográfica: | Antelo, M. y Bru, L. SERIEs (2018) 9: 189. https://doi.org/10.1007/s13209-018-0175-3 |
Resumo: | We analyze the interaction between a monopolistic seller and a continuum
of identical customers of a single product when some of them can form a buyer group
and the seller can implement a key account management (KAM) program to deal with
these customers, leaving those that purchase on an independent basis to be served
through posted prices. We find that the creation of the coalition of buyers and the
seller’s response of utilizing a KAM program are related decisions that explain each
other. Selling through a KAM program eliminates the inherent instability that would
otherwise plague the formation of any buyer group. At the same time, a KAM program
allows the seller to charge higher prices to customers that purchase on an individual
basis and to build a more efficient relationship with grouped customers; thus, its profits
increase Analizamos la interacción entre un vendedor monopolista y un continuo de clientes idénticos de un solo producto cuando algunos de ellos pueden formar un grupo de compradores y el vendedor puede implementar un programa de gestión de cuentas clave (KAM) para tratar con estos clientes, dejando a aquellos que compran de forma independiente para ser atendido a través de precios publicados. Encontramos que la creación de la coalición de compradores y la respuesta del vendedor de utilizar un programa KAM son decisiones relacionadas que se explican entre sí. Vender a través de un programa KAM elimina la inestabilidad inherente que de otro modo afectaría la formación de cualquier grupo de compradores. Al mismo tiempo, un programa KAM le permite al vendedor cobrar precios más altos a los clientes que compran de manera individual y construir una relación más eficiente con los clientes agrupados; así, sus ganancias aumentan |
Versión do editor: | https://doi.org/10.1007/s13209-018-0175-3 |
URI: | http://hdl.handle.net/10347/19974 |
DOI: | 10.1007/s13209-018-0175-3 |
ISSN: | 1869-4187 |
E-ISSN: | 1869-4195 |
Dereitos: | © The Author(s) 2018. This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made |
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© The Author(s) 2018. This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made
© The Author(s) 2018. This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made