Many companies attempt to obtain competitive advantage and achieve sustability in their business by establishing strategic alliances with their customers. One of the most significant types of strategic alliance is Key Account Management (KAM). KAM is a systematic supplier initiated programme for managing strategically important customers in business-to-business (B2B) markets. However, the relationship-oriented perspective of KAM has limited empirical examination, and most of the studies were mainly conducted in developed countries such as United States of America, Europe, East Asia, Africa, and Oceania. The aim of this paper is to review KAM literature since 1950s, and to identify its drivers and research challenges. The review found that KAM is evolved from Relationship Marketing (RM) and it involves the adoption of collaborative ways of managing key account relationships as compared to traditional transactional practices to achieve an effective KAM relationship. The paper concludes that implementation of KAM could enhance performance of suppliers.

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