Co-creating integrated solutions within business networks: The KAM team as knowledge integrator

• Published in: Industrial marketing management 2014-10, Vol.43 (7), p.1195-1203
• Main Author: Hakanen, Taru
• Format: Article
• Language: English
• Subjects: Absorptive capacity; Advertising; Business; Business networking; Customer relations; Integrated solution; KAM; Key account management; KIBS; Knowledge management; Literature; Marketing; Organizational behaviour; Organizational learning; Public relations; Sales management; Service industries; Studies
• ISSN: 0019-8501; 1873-2062
• DOI: 10.1016/j.indmarman.2014.08.002

This study derives from a need that is both practical and theoretical: the need to increase knowledge of how KAM teams might ensure more successful value co-creation with their business customers in the service sector. The KAM teams in this study are formed of members originating from several supplier companies that integrate and apply resources with their customers in a business network. In the co-creation of integrated solutions within such business networks, KAM teams – drawing on organizational learning theory and knowledge management – are considered as knowledge integrators. The purpose of this study is to analyze the KAM teams' absorptive capacity — that is, how knowledge is acquired, assimilated, and applied in the co-creation of integrated solutions. The study employs a qualitative case study approach, based on 30 in-depth interviews in nine supplier companies operating in advertising, marketing and consulting, and in three key customer companies. The study contributes to the KAM literature by providing new conceptual understanding and empirical insight in respect of networked co-creation of integrated solutions and the influence of the KIBS context on the solutions process. •KAM teams are in a focal position in co-creating integrated service solutions in business networks.•Absorptive capacity is a central capability of KAM teams in KIBS.•Solutions co-creation in KIBS builds on knowledge acquisition, assimilation and application.•Tacit knowledge plays an important role in KAM teams' work in marketing and advertising.