کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1015120 | 939715 | 2010 | 15 صفحه PDF | دانلود رایگان |
SummaryEvidence suggests that many organizations are finding it hard to implement a CRM strategy. This article reports on the research conducted over the last five years that explores how organizations can successfully develop a CRM strategy. We propose a multi-layered framework for mapping and understanding the inter-relationships between complex variables relating to CRM strategy implementation. The concept of ‘affordance’ is delineated and applied to culture, people, processes and technology. Evidence from three case studies suggests that a multi-layered, interdisciplinary framework can assist companies in developing their CRM strategy through a greater understanding of how different variables interact in a constantly changing environment.
Journal: European Management Journal - Volume 28, Issue 2, April 2010, Pages 153–167