Transformace vyjednávacích procesů Key Account Managementu v kontextu datově orientovaného rozhodování

This thesis examines how data-driven decision-making transforms the preparation, conduct, and evaluation of negotiations in the context of Key Account Management in the fast-moving consumer goods market in the Czech Republic. The empirical part of the thesis is based on 10 semi-structured interviews, which are subsequently analyzed using thematic analysis; the results are quantified and supplemented by code co-occurrence analysis and exploratory analysis. The analysis showed that data serves as a universal starting point for preparation, but it only gains value when combined with the Key Account Manager’s experience in how to use them. Furthermore, the analysis revealed that the power of data as an argument is demonstrated when it is embedded within a narrative, not by its volume, and that a channel’s data maturity determines the direction of information asymmetry as well as the effectiveness of anchoring. Experienced respondents across channels agree that data has transformed the tools, speed, and professionalization of negotiations, but not their essence.