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THE MANAGEMENT OF CUSTOMER RELATIONSHIPS: COMMENTS ON THE FORCES INFLUENCING THE IMPLEMENTATION OF A SUSTAINABLE CUSTOMER-CENTRIC STRATEGY.
University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. (Gruppen för Interaktiva Affärer (GIA))
2004 (English)In: International business in an enlarging Europe: integration, coopetition and collaboration, Academy of International Business (AIB), UK chapter , 2004, 20- p.Conference paper, Published paper (Refereed)
Abstract [en]

The new forms of competition and the structural modifications of exchange processes, partly due to the emerging economy of virtual network are forcing firms to give top priority to customer relationship management (CRM). The impetus for the development of this new paradigm has come from the globalisation of business, information technology (IT) advances, shorter product life cycles and the evolving recognition of the relationship between customer retention and profitability. Attempts to define CRM in terms of what they perceive as its key conceptualisations have been varied and inconsistent. Moreover, the literature reflects remarkably little efforts to develop a framework for understanding the implementation of a customer-centric strategy. The consequence of the lack of consensus has resulted to the strategy been operationalised wrongly in practice thereby inhibiting the probability of implementing a sustainable customer-centric strategy.

The empirical findings show that many CRM initiatives have ended in failure in terms of technically not delivering the anticipated business benefits partly because, the role of technology in the strategy implementation process is interpreted differently by the actors in both the demand and supply sides of the value chain. A model for implementing a customer-centric strategy is empirically tested in this study. The model takes into consideration not only the hardware (technical aspects), as commonly done in practice, but also the software (the human and cognitive elements) requirements for a sustainable customer-centric startegy.

Place, publisher, year, edition, pages
Academy of International Business (AIB), UK chapter , 2004. 20- p.
Identifiers
URN: urn:nbn:se:hig:diva-1784ISBN: 1859231837 (print)ISBN: 9781859231838 (print)OAI: oai:DiVA.org:hig-1784DiVA: diva2:118446
Note
Academy of International Business (AIB), UK chapter Available from: 2008-05-20 Created: 2008-05-20 Last updated: 2009-11-27Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf