Purpose – The concept of key account management (KAM) has received considerable attention from practitioners and scholars for well over 20 years now. However, numerous articles build on a set of tacit assumptions for which we lack empirical evidence. This paper seeks to propose an empirical...

Purpose – The purpose of the paper is to analyse what roles different relational norms play in long‐term business relationships. Design/methodology/approach – The paper uses exploratory factor analysis on a data set of n =297 relationships and identifies two norm dimensions:...