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Keywords: Sales failure
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Journal Articles
The dark side of effectuation in a key account management relationship
Available to Purchase
Journal of Business & Industrial Marketing (2021) 36 (7): 1147–1162.
Published: 20 November 2020
... products, impacting buyer confidence and trust. Furthermore, a failed KAM relationship may impact other customers through attempts to recover revenues by selling these products, which may promote short-term success but, in the long-term, lead to cascading sales failure. Research limitations/implications...
