A Study of Key Account Management on Taiwanese Laptop Subcontractor

The study adopts the single-case-study method and applies the model of Homburg et al. (2002) to investigate the key account management practices within Company W, a laptop computer ODM. The study reveals two significant findings. One finding is that four elements, activities, actors, resources, and formalization within the model, are mutually correlated, because this four kinds of positive relationships exist among them: 1. Formalization has positive effect to actors. 2. Formalization has positive effect to activities. 3. Actors have positive effect to activities. 4. Resources have positive effect to activities. Another finding is that Company W is charging forward in full singing to integrate the key component manufactures in the upper-stream of supply chain and there is a trend to approach strategic alliance. The outcomes from this study show that 1. The management excellently draws on cross-functional project organization to carry out project life cycle management. 2. The management encourages employee to sincerely serve customer via both customer focus and customer value creation.