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Τίτλος: Strategic account management as a value co-creation selling model in the pharmaceutical industry
Συγγραφείς: Pilon, Francois 
Hadjielias, Elias 
Major Field of Science: Social Sciences
Field Category: Economics and Business
Λέξεις-κλειδιά: Business-to-Business marketing;Buyer-seller relationship;Pharmaceutical industry;Strategic account management;Value co-creation
Ημερομηνία Έκδοσης: 2017
Πηγή: Journal of Business and Industrial Marketing, 2017, vol. 32, no. 2, pp. 310-325
Volume: 32
Issue: 2
Start page: 310
End page: 325
Περιοδικό: Journal of Business and Industrial Marketing 
Περίληψη: Purpose: This study aims to explore the dynamics enabling strategic account management (SAM) to function as a value co-creation selling model in the pharmaceutical industry. Design/methodology/approach: Using an inductive qualitative research design, data are collected within 11 industry customers in Canada. This work focuses on hospitals as strategic accounts of pharmaceutical companies, exploring SAM value co-creation in the “hospital-pharmaceutical company” relationship. Findings: The findings suggest the presence of two key dimensions that can enable a value co-creation SAM model in the hospital-pharmaceutical relationship: “customer-tailored value-added initiatives” and “relationship enhancers”. Customer-tailored value-added initiatives explain the activities that are central to the hospital-pharmaceutical company relationship and can lead to the provision of value added that is unique to the hospital. Relationship enhancers explain the activities that can help strengthen hospital-pharmaceutical company relations in the pursuit of enhanced value-added interactions between the two parties. The research demonstrates a cyclical relationship between “customer-tailored value-added initiatives” and “relationship enhancers”, leading to value co-creation through a SAM model. Practical implications: The study informs pharmaceutical industry practitioners on how to improve their value proposition through new, more sustainable selling practices. It offers information on implementing a value co-creation SAM model, which can enable pharmaceutical companies to sustain long-lasting value-added relationships with key accounts such as hospitals. Originality/value: The study contributes to the field of SAM by conceptualizing SAM as a value co-creation system. It introduces new knowledge in pharmaceutical marketing by offering empirical insight on the applicability and use of SAM in the hospital-pharmaceutical company dyad.
URI: https://hdl.handle.net/20.500.14279/14858
ISSN: 08858624
DOI: 10.1108/JBIM-05-2015-0100
Rights: © Emerald
Type: Article
Affiliation: University of Central Lancashire (Cyprus) 
Pharmascience 
Cyprus University of Technology 
Publication Type: Peer Reviewed
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