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Managers@Work: Leveraging Synergies Between R&D and Key Account Management to Drive Value Creation

Georg F.L. Wiessmeier, Axel Thoma & Christoph Senn

Kurzfassung Customer integration into the innovation process, including the fuzzy front end, is increasingly being adopted by firms in search of new innovation and value-creation opportunities. Through a case study of Altana, a specialty chemicals company with worldwide R&D and sales operations, we find that a closer collaboration between R&D and key account management (KAM) unlocks synergies and value creation potential while avoiding the negative side effects of customer integration. Specifically, we describe the motivation for leveraging synergies between R&D and KAM, the location of potential synergies in the innovation process, and ways to foster meaningful alignment and engagement. Following an explanation of observed outcomes of the collaboration, we derive managerial implications.
   
Typ Artikel (wissenschaftliche Zeitschrift)
   
Schlagwörter (Tags) collaborative innovation, key account management, customer integration
   
Sprache Englisch
Art des Artikels Journal Artikel
Erscheinungsdatum 1-5-2012
Zeitschrift Research-Technology Management
Verlag Industrial Research Institute, Inc (Arlington)
ISSN 0895-6308
ISSN (online) 1930-0166
DOI 10.5437/08956308X5503020
Jahrgang bzw. Volume 55
Nummer bzw. Issue 3
Seite(n) 15-22
Review Double-Blind Review
   
Zitation Wiessmeier, Georg F.L. ; Thoma, Axel ; Senn, Christoph: Managers@Work: Leveraging Synergies Between R&D and Key Account Management to Drive Value Creation. In: Research-Technology Management 55 (2012), Nr. 3, S. 15-22, DOI:10.5437/08956308X5503020.