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Customer relationship management (CRM) and Innovation: A qualitative comparative analysis (QCA) in the search for improvements on the firm performance in winery sector

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  • Guerola-Navarro, Vicente
  • Oltra-Badenes, Raul
  • Gil-Gomez, Hermenegildo
  • Iturricha Fernández, Agustín

Abstract

The main objective of modern Information Technology (IT) is to convert the transactional data derived from productive activity into business management information. It should, therefore, provide the Business Decision Makers (BDM) elaborate, meaningful and essential information for decision making. Customer Relationship Management (CRM) is one of the IT areas that has grown the most in interest and development during recent decades, due to the potential that CRM offers its users to have a global vision of their clients and to put them at the center of their business efforts. Given the potential that the CRM technological solution offers to successful companies in the business world, this study determined the necessary and sufficient conditions to obtain good firm performance (the outcome) when CRM is implemented and used in a company. For this purpose, the Qualitative Comparative Analysis (QCA) methodology was used. The empirical test was carried out in the sector of wine production and distribution in Spain.

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  • Guerola-Navarro, Vicente & Oltra-Badenes, Raul & Gil-Gomez, Hermenegildo & Iturricha Fernández, Agustín, 2021. "Customer relationship management (CRM) and Innovation: A qualitative comparative analysis (QCA) in the search for improvements on the firm performance in winery sector," Technological Forecasting and Social Change, Elsevier, vol. 169(C).
    • Handle: RePEc:eee:tefoso:v:169:y:2021:i:c:s0040162521002705
    DOI: 10.1016/j.techfore.2021.120838
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    1. Ivens, Björn & Kasper-Brauer, Kati & Leischnig, Alexander & Thornton, Sabrina C., 2024. "Implementing customer relationship management successfully: A configurational perspective," Technological Forecasting and Social Change, Elsevier, vol. 199(C).
    2. Li, Biao & Mousa, Saeed & Reinoso, Johanna Rosali Reyes & Alzoubi, Haitham M. & Ali, Anis & Hoang, Anh Duong, 2023. "The role of technology innovation, customer retention and business continuity on firm performance after post-pandemic era in China’s SMEs," Economic Analysis and Policy, Elsevier, vol. 78(C), pages 1209-1220.
    3. Bigerna, Simona & D'Errico, Maria Chiara & Polinori, Paolo, 2022. "Understanding the green-growth: which pathways cities undertake in their climate programs," MPRA Paper 114156, University Library of Munich, Germany.
    4. Stratu-Strelet, Doina & Gil-Gómez, Hermenegildo & Oltra-Badenes, Raúl & Guerola-Navarro, Vicente, 2023. "Exploring the links between democracy and digital transformation in developing Latin America countries: Building a democracy consolidation theory," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    5. Rîpa Ioan Alexandru, 2022. "Customer relationship management in the international context – theoretical and practical considerations," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 16(1), pages 1060-1072, August.
    6. De Marchi, Valentina & Molina-Morales, F. Xavier & Martínez-Cháfer, Luis, 2022. "Environmental innovation and cooperation: A configurational approach," Technological Forecasting and Social Change, Elsevier, vol. 182(C).

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