A multi-layered approach to CRM implementation: an integration perspective
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 0263-2373Full text not available from this repository.
Official URL: http://dx.doi.org/10.1016/j.emj.2009.04.010
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.|
|Number of Pages:||15|
|Page Range:||pp. 153-167|
|Access rights to Published version:||Restricted or Subscription Access|
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