Vanharanta, Markus; J.P. Gilchrist, Alan; D. Pressey, Andrew - In: European Journal of Marketing 48 (2014) 11/12, pp. 2071-2104
, which may in the long-run hinder the KAM effectiveness. Heightened reflexivity, including “wayfinding”, is identified as a … by reflexive KAM. This study demonstrates how reflexive skills (conceptualized as “KAM wayfinding”) can be deployed … managerial reflexivity and KAM wayfinding as a means to balance the strengths and weaknesses of formal and post-bureaucratic KAM. …