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Abb and Caterpillar (A) : Key Account Management: B2B Marketing
Abb and Caterpillar (A) : Key Account Management: B2B Marketing
Q1. What are the specific payoffs for both customer and supplier if they can achieve a true
win-win partnership?
Ans: To achieve a win-win partnership, the BU and the KAM should work together and resolve
internal conflicts, before resolving issues with the customers. The key points are:
A key account of ABB makes Caterpillar enjoy individualized attention and the best
service from ABB
Lesser conflicts result in easier decision making and arriving at a consensus with
minimum hassles
Change in relationship from a supplier to a partner
New opportunities to add value to Caterpillar will be unearthed
Proper scheduling of meetings and less confusion created
SUPPLIER