Wilson, Hugh N., Clark, M. and Smith, B. (2007) Justifying CRM projects in a business-to-business context : the potential of the Benefits Dependency Network. Industrial Marketing Management, 36 (6). pp. 770-783. doi:10.1016/j.indmarman.2005.09.008 ISSN 0019-8501.

Research output not available from this repository.

Request-a-Copy directly from author or use local Library Get it For Me service.

Request Changes to record.

Abstract

Customer Relationship Management (CRM) projects often fail. We focus on the project justification process as one way of improving project success rates. We review how the typical combination of an Return On Investment (ROI) calculation and a project plan can have flaws as a project justification approach, and we propose the use of the Benefits Dependency Network (BDN) as an additional tool. The second part of the paper reports on an exploratory study of the BDN's use in five business-to-business CRM projects, inductively deriving propositions regarding its benefits and factors for success in its use. Further research on the tool's efficacy is encouraged.

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Industrial Marketing Management
Publisher:	Elsevier Inc.
ISSN:	0019-8501
Official Date:	2007
Dates:	Date Event 2007 Published
Volume:	36
Number:	6
Page Range:	pp. 770-783
DOI:	10.1016/j.indmarman.2005.09.008
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

Request changes or add full text files to a record

Repository staff actions (login required)

View Item