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Electronic Customer Relationship Management and SME Marketing Practice: Exploring Potential Synergies

Author

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  • Fiona McMahon

    (University of Ulster, Northern Ireland)

  • Aodheen O’Donnell

    (University of Ulster, Northern Ireland)

Abstract

Evidence suggests that small to medium sized enterprises (SMEs) have failed to capitalize on the Internet to facilitate the management of customer relations (e-CRM) and the creation of competitive advantage (Chen & Popovich, 2003; Geiger & Martin, 1999; McGowan et al., 2001; O’Toole, 2001). This is attributed to a lack of influence, time, finance and specialised knowledge, (Carson & Gilmore, 2003) coupled with the reality that most Information Systems and Technology models and tools have been developed from the perspective of the large firm (Maguire et al., 2007; Poon & Swatman, 1999).Despite such constraints, it is posited that by exploring the components of e-CRM in the unique context of SME business and marketing practice that a natural synergy exists between e-CRM and SME marketing in the creation of value propositions. Specifically this is addressed through the two contributing constructs of SME marketing; namely entrepreneurial marketing and network marketing (Carson & Gilmore, 2000).

Suggested Citation

  • Fiona McMahon & Aodheen O’Donnell, 2009. "Electronic Customer Relationship Management and SME Marketing Practice: Exploring Potential Synergies," International Journal of E-Adoption (IJEA), IGI Global, vol. 1(4), pages 95-110, October.
    • Handle: RePEc:igg:jea000:v:1:y:2009:i:4:p:95-110
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