Strategic Collaborative Communication by Key Account Representatives

Following research linking collaborative aspects of communication to performance, this exploratory study empirically examines a model of key account representative (KAR) strategic communication practices and their effects on outcomes (i.e., role performance, trust and mutual problem solving) presumed to enhance sales relationships. The context of the study is in a large vendor organization actively engaged in developing long-term relationships in their customer/seller capacity. The findings suggest interesting results from which a variety of sales manager and research implications are offered.