Key account management (KAM) is a strategic approach that focuses on developing and retaining long-term relationships with key customers. In today’s business world, where competition is fierce and disruption is the norm, KAM has become increasingly important for companies looking to maintain a competitive edge. In Bosnia and Herzegovina, many companies are beginning to recognize the value of KAM and are implementing KAM strategies to improve their financial performance. To better understand the impact of KAM on financial performance in Bosnia and Herzegovina, ongoing research is being conducted to identify the influence of key account management orientation on company financial performance in different industry sectors. The research has collected data from several companies in various industries, with each company being considered as a unit of analysis. To ensure the reliability and validity of the research instrumentation, a validated and reliable questionnaire was used, and item total reliability and confirmatory factor analysis were employed to test the reliability and validity of the constructs. The analysis of the data collected will be done using the structural equation modeling (SEM) technique, which will allow the researchers to identify the effects of key account management orientation on the company’s financial performance. The researchers expect to find statistically significant evidence supporting the impact of KAM orientation on the financial performance of companies in Bosnia and Herzegovina. The findings of this research could have important implications for companies looking to improve their financial performance through the implementation of KAM strategies. By demonstrating the impact of KAM on financial performance, the research could encourage more companies in Bosnia and Herzegovina to adopt KAM strategies and help them gain a competitive edge in their respective industries.

Key account management (KAM) in theory is described as a strategic approach distinguishable from account management or key account selling that should be used to endure long-term development and retention of strategic customers. This article presents the importance of key account management orientation in today's business and how it affects the non-financial performance of companies in Bosnia and Herzegovina. Also, we will present the results of ongoing research that aims to identify the influence of key account management orientation on company non-financial performance in different industry sectors. Data were collected from several companies in different industries considering a company as a unit of analysis. Research instrument - questionnaire compromised scales that had been validated and found reliable in previous research. Item total reliability and confirmatory factor analysis will be used to test the reliability and validity of the constructs. Furthermore, the structural equation modelling (SEM) technique will be employed to analyze the effects of key account management orientation on a company's non-financial performance. It is to be expected that the results of the conducted research show a statistically significant impact of key account management orientation on a company's non-financial performance in Bosnia and Herzegovina.