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Cross-functional interface and disruption in CRM projects: Is marketing from Venus and information systems from Mars?

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  • Cooper, Marjorie J.
  • Gwin, Carol F.
  • Wakefield, Kirk L.

Abstract

Because of the inherently cross-functional nature of customer relationship management, the use of cross-functional teams in CRM project implementations is virtually mandatory to achieve critical marketing and sales objectives. This study examines the effects of functional membership as well as team and individual performance evaluations on project members' perceptions of disruption and cooperation during CRM project implementations. The results show that IS project members are more likely to perceive internal volatility and manifest interfunctional conflict and less likely to perceive interfunctional cooperation than project members from either sales/marketing or general management. We also find that team performance evaluations are negatively associated with disruption and positively associated with cooperation, while individual evaluations are negatively associated with internal volatility.

Suggested Citation

  • Cooper, Marjorie J. & Gwin, Carol F. & Wakefield, Kirk L., 2008. "Cross-functional interface and disruption in CRM projects: Is marketing from Venus and information systems from Mars?," Journal of Business Research, Elsevier, vol. 61(4), pages 292-299, April.
    • Handle: RePEc:eee:jbrese:v:61:y:2008:i:4:p:292-299
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    3. Bullini Orlandi, Ludovico & Zardini, Alessandro & Rossignoli, Cecilia, 2020. "Organizational technological opportunism and social media: The deployment of social media analytics to sense and respond to technological discontinuities," Journal of Business Research, Elsevier, vol. 112(C), pages 385-395.
    4. Lee, Nick & Gilliland, David I. & Bello, Daniel C. & Osmonbekov, Talai, 2011. "When electronic management tools work - and don't work - in social-based distribution channels: A study of IT manufacturers and resellers," Journal of Business Research, Elsevier, vol. 64(10), pages 1017-1024, October.
    5. Trainor, Kevin J. & Andzulis, James (Mick) & Rapp, Adam & Agnihotri, Raj, 2014. "Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM," Journal of Business Research, Elsevier, vol. 67(6), pages 1201-1208.
    6. Steffen Roth & Augusto Sales & Jari Kaivo-oja, 2017. "Multiplying the Division of Labour: Functional Differentiation of the Next Key Variables in Management Research," Systems Research and Behavioral Science, Wiley Blackwell, vol. 34(2), pages 195-207, March.
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    9. Peltier, James W. & Zahay, Debra & Lehmann, Donald R., 2013. "Organizational Learning and CRM Success: A Model for Linking Organizational Practices, Customer Data Quality, and Performance," Journal of Interactive Marketing, Elsevier, vol. 27(1), pages 1-13.
    10. Clercq, Dirk De & Menguc, Bulent & Auh, Seigyoung, 2009. "Unpacking the relationship between an innovation strategy and firm performance: The role of task conflict and political activity," Journal of Business Research, Elsevier, vol. 62(11), pages 1046-1053, November.

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