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A multi-layered approach to CRM implementation: an integration perspective
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Finnegan, David J. and Currie, Wendy L. (2010) A multi-layered approach to CRM implementation: an integration perspective. European Management Journal, Vol.28 (No.2). pp. 153-167. doi:10.1016/j.emj.2009.04.010 ISSN 0263-2373.
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Official URL: http://dx.doi.org/10.1016/j.emj.2009.04.010
Abstract
Evidence 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 multilayered 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. (C) 2009 Elsevier Ltd. All rights reserved.
Item Type: | Journal Article | ||||
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Subjects: | H Social Sciences > HF Commerce H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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Divisions: | Faculty of Social Sciences > Warwick Business School | ||||
Journal or Publication Title: | European Management Journal | ||||
Publisher: | Elsevier Science Ltd. | ||||
ISSN: | 0263-2373 | ||||
Official Date: | April 2010 | ||||
Dates: |
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Volume: | Vol.28 | ||||
Number: | No.2 | ||||
Number of Pages: | 15 | ||||
Page Range: | pp. 153-167 | ||||
DOI: | 10.1016/j.emj.2009.04.010 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
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