Does orchardist influence the volume and duration of apple harvest?

The focus of contemporary academic as well as practitioners research, relating to business associations involving strategically significant high potential buyers among B2B markets, is more inclined towards determining the ways and means to sustain long term advantageous business associations and ensuring the delivery of mutual value for both, supplier firm and key customers. Unfortunately there exist limited research explorations to explain the role of KAM executives in creating, communicating and delivering superior value to key accounts.

Does Orchardist (KAM executive) influence the volume (sales/profits) and duration (long term association) of apple harvest (continuous extraction of business from key customers).

This exploration conceptualized and examined a conjecture model on KAM relations and associated value delivery, using the structural equation modeling through partial least square (PLS) latent path model analysis.

The empirical exploration offered insinuations for practicing KAM executives by determining the significant actions to be performed that have potential to augment the value perception among the key customers. On the other hand, this exploration expanded the horizon of KAM literature, by deepening the comprehension relating to superior value delivery amidst KAM relationships.