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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

abstract 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.
   
type journal paper
   
keywords collaborative innovation, key account management, customer integration
   
language English
kind of paper journal article
date of appearance 1-5-2012
journal Research-Technology Management
publisher Industrial Research Institute, Inc (Arlington)
ISSN 0895-6308
ISSN (online) 1930-0166
DOI 10.5437/08956308X5503020
volume of journal 55
number of issue 3
page(s) 15-22
review double-blind review
   
citation Wiessmeier, G. F., Thoma, A., & Senn, C. (2012). Managers@Work: Leveraging Synergies Between R&D and Key Account Management to Drive Value Creation. Research-Technology Management, 55(3), 15-22, DOI:10.5437/08956308X5503020.