Account Managers Creation of Social Capital: Communal and Instrumental Investments and Performance Implications

Account managers invest in two distinct, compensatory social ties to achieve social capital, namely peripheral knowledge ties and implementation support ties. The first ties require communal investments, which consist of organizational citizenship behaviors and peripheral information sharing. The second ties require instrumental investments that encompass reciprocity norms and strategic information sharing. Hypotheses are tested on a sample of 164 account managers who sell financial products/services to large customers. The findings show that account managers invest in both ties to attain peripheral knowledge accretion and implementation support which in turn result in improved performance.