Financial Instruments of Strategic Key Account Management: The Case of Whirlpool in Ukraine and the International Perspective

Abstract

This article provides a comprehensive analysis of financial tools for strategic key account management, using the experience of Whirlpool in Ukraine as a case study, and benchmarking with leading European practices following the 2024 merger with Beko Europe. Purpose: To assess the role and effectiveness of financial instruments in building long-term B2B partnerships with major retailers in a dynamic and competitive home appliances market. Methods: The methodology incorporates quantitative KPI analysis, the evaluation of ROI-driven promotional campaigns, dynamic pricing models, and a comparative approach with key players in the EU (Electrolux, Bosch, Samsung). Results: The findings reveal a substantial increase in investment profitability, inventory turnover, and market share in the premium segment due to integrated financial decision-making. The study underscores the necessity of cross-functional collaboration between sales, finance, and marketing for synchronized planning and business agility. Conclusions: Special attention is paid to international experience and the adaptation of best practices to the Ukrainian market, considering post-pandemic and wartime challenges. The article delivers practical recommendations for managers and researchers interested in implementing financial tools in strategic customer relationship management to enhance business resilience amid uncertainty.