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Customer-centric strategy: A longitudinal study of implementation of a customer relationship management solution
University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. (Gruppen för Interaktiva Affärer)
2006 (English)In: International journal of technology marketing, ISSN 1741-878X, Vol. 1, no 2, p. 115-144Article in journal (Refereed) Published
Abstract [en]

This paper aims to contribute to extant literature on how to integrate IT to support the successful implementation of a CRM solution. Relevant writings are reviewed to address the question of: What are the key factors that influence the integration of IT to enhance business efficiency, focusing on CRM and its implementation? A longitudinal case study was conducted. Findings include: the importance of managerial commitment and a corporate vision that incorporates a relationship orientation; wider actor involvement from the project’s inception; and managers who themselves are convinced of the value of customer-centric strategy and communicate their commitment to their subordinates and develop positive attitude towards change in order to properly manage the change process. Among other conclusions, the paper finds that there is currently too much reliance on a technological perspective of CRM. The paper recommends that the business problem first be defined, business processes be defined for the solution, and that technology then be used as an enabler.

Place, publisher, year, edition, pages
2006. Vol. 1, no 2, p. 115-144
Keywords [en]
customer-centric strategy, relationship marketing, customer relationship management, knowledge management, change management, information technology, strategic enablers, managerial capabilities, 7-S framework for strategy implementation.
Identifiers
URN: urn:nbn:se:hig:diva-1718DOI: 10.1504/IJTMKT.2006.008867OAI: oai:DiVA.org:hig-1718DiVA, id: diva2:118380
Available from: 2008-06-17 Created: 2008-06-17 Last updated: 2018-03-13Bibliographically approved

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Osarenkhoe, Aihie

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Citation style
  • apa
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  • Other style
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Language
  • sv-SE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
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  • text
  • asciidoc
  • rtf