First of all, conduct a short discussion with your group to learn more about your pre-understanding of the role and necessary skills of a Key Account Manager (KAM) in an international business environment. Then, read part 1, 2 and 3 in Cheverton (2015). You can also take a look at the slide material in the “slide material” folder. Put your insights from the previous discussion in the light of the literature. Have another discussion to sum up your findings.
Now it's time to turn to the San Antonio case (Silva et al, 2012), which you find in the case material folder. For this Case 1, focus mostly on page 1 to 4 (until the section “The KAM system”), but you can use information from all pages in article/case, if you like.
There are two questions to answer:
1) What are the major challenges the different actors (eg. organisations and/or persons) face?
2) What skills are needed to deal with these everyday challenges according to Cheverton (2015) and recent research in KAM?
