From Sustainability Demands to Data‐Driven Delivery: Big Data and <scp>AI</scp> in Exporters' Key Account Management

ABSTRACT Multi‐tier supply chains, especially in developing countries, face complexities that demand efficient and sustainable management. Exporters play a pivotal role as intermediaries connecting importers in developed countries with suppliers (farmers) in developing nations. Importers increasingly pressure exporters to enhance sustainability practices within these supply chains, prompting a critical examination of the role of key account management (KAM) and the adoption of artificial intelligence (AI) and big data in achieving sustainability goals. Employing a multiple‐case research design, this study examines four wholesalers and exporters actively engaged in sustainability initiatives within multi‐tier agriculture supply chains. Through 32 in‐depth interviews, qualitative data is collected to explore the dynamic interplay between KAM practices, digital technologies, and sustainability. Findings underscore KAM's multifaceted role in aligning with and meeting sustainability standards, with AI and big data enhancing decision‐making capabilities. This research contributes theoretically and practically to the fields of KAM, sustainability, and supply chain management. It highlights KAM's pivotal role in advancing sustainability within multi‐tier agriculture supply chains and demonstrates how the adoption of AI and big data enhances decision‐making capabilities.