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. ISSN 0263-2373

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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
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	European Management Journal
Publisher:	Elsevier Science Ltd.
ISSN:	0263-2373
Date:	April 2010
Volume:	Vol.28
Number:	No.2
Number of Pages:	15
Page Range:	pp. 153-167
Identification Number:	10.1016/j.emj.2009.04.010
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
URI:	http://wrap.warwick.ac.uk/id/eprint/6279

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