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A multi-layered approach to CRM implementation: An integration perspective

Author

Listed:
  • Finnegan, David J.
  • Currie, Wendy L.

Abstract

Summary 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 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.

Suggested Citation

  • Finnegan, David J. & Currie, Wendy L., 2010. "A multi-layered approach to CRM implementation: An integration perspective," European Management Journal, Elsevier, vol. 28(2), pages 153-167, April.
    • Handle: RePEc:eee:eurman:v:28:y:2010:i:2:p:153-167
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    Citations

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    Cited by:

    1. Mohammed Alamgir & Mohammad Shamsuddoha, 2015. "Customer Relationship Management (Crm) Success Factors: An Exploratory Study," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 4(1), pages 1-7, January.
    2. Andy Fred Wali, 2018. "Customer Relationship Management and Marketing Effectiveness," Paradigm, , vol. 22(2), pages 101-124, December.
    3. Himanshu Dutt & Kavita Chauhan, 2019. "Using Flexibility in Designing CRM Solution," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 20(2), pages 103-116, June.
    4. Douglas Chiguvi, 2022. "A critical psychometrical analysis of customer relationship management practices in the Local Government Authorities in SADC," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(9), pages 416-428, December.
    5. Tawse, Alex & Tabesh, Pooya, 2021. "Strategy implementation: A review and an introductory framework," European Management Journal, Elsevier, vol. 39(1), pages 22-33.
    6. Iveroth, Einar, 2012. "Leading global IT-enabled change across cultures," European Management Journal, Elsevier, vol. 30(4), pages 340-351.
    7. Muhammad Ikram & Qingyu Zhang & Robert Sroufe, 2020. "Developing integrated management systems using an AHP‐Fuzzy VIKOR approach," Business Strategy and the Environment, Wiley Blackwell, vol. 29(6), pages 2265-2283, September.

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