Can KAM exist in the FMCG war zone?

Business analysis, Customer needs analysis, Procurement & buying behaviour, Relationships

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There is no mechanism for deciding fair shares in any market, especially FMCG. It’s a famously hostile environment where higher profits go to those who have the scale, skill and tenacity to fight hardest for it. That usually means a hostile, confrontational, competitive battle between manufacturer and retailer. How can a collaborative KAM approach survive here? Peter Reynolds…

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Can KAM exist in the FMCG war zone?

Membership Required

To access this resource, please login.

Not a member? Sign up to access this and over 303 other resources, invites to exclusive events, member-only webinars and more!

Want to access this and 303+ other resources?

Access an ever-growing wealth of on-demand KAM materials in our Member Resources Library. Explore nearly 250 items including research papers, practical case studies, diagnostics and tools, podcasts, and videos.

As an AKAM member you'll improve your KAM practices through education and networking. Receive exclusive invites to in-person and online events, have the opportunity to build and certify your skills and access a wealth of knowledge.

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