Exploring gender diversity in key account management: A comparative global perspective on gender-specific roles and competencies for customer success

Niersbach, Barbara and Kadam, Nayan and Quero, Maria José and Török, Judit and Nguyen, Ngoc and Winninger Lemarquis, Geneviève (2024) Exploring gender diversity in key account management: A comparative global perspective on gender-specific roles and competencies for customer success. PROSPERITAS. ISSN 2064-759X (In Press)

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Abstract

The present research investigates the influence of gender on the roles and competencies in Key Account Management (KAM) across various cultural settings. Twenty-six managers from the following six countries participated in this study: Germany, France, Spain, Hungary, India, and Vietnam. The five major themes uncovered through thematic analysis shed light on the gender dynamics in KAM. Insights into gender-specific approaches to KAM are provided by our findings, which also emphasize the distinct contributions of various genders in KAM. The result highlights the potential advantages that organizations can derive from incorporating gender diversity into KAM teams. This study, which is among the initial ones to examine gender perspectives in KAM on an international scale, addresses a substantial void in the current body of literature and offers noteworthy implications for applied theories.

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