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Customer relationship management: digital transformation and sustainable business model innovation

Author

Listed:
  • Hermenegildo Gil-Gomez
  • Vicente Guerola-Navarro
  • Raul Oltra-Badenes
  • José Antonio Lozano-Quilis

Abstract

The point of departure for this study is the understanding of customer relationship management (CRM) as a set of technological solutions key for efficient business management, the benefits of which, highlighted by previous works, are presented and defined here as crucial for entrepreneurial success. Of particular interest for this purpose are the existing studies on sustainability, which provide a viable research model to assess and validate the potential effect of each CRM component (sales, marketing, and services) on the three dimensions of sustainability (economic, environmental, and social). Upon confirmation of our hypotheses, the subsequent validation of such model should bring a better understanding of the way in which CRM-related benefits may increase the positive impact of its components on each dimension of sustainability. CRM can hence be considered a sort of Green IT, oriented toward digital transformation and sustainable business model innovation. Indeed, this research model may be the basis for a more specific methodology to measure the impact and benefits of applying CRM, understood, as we will contend, both in terms of sustainable business models and innovation.

Suggested Citation

  • Hermenegildo Gil-Gomez & Vicente Guerola-Navarro & Raul Oltra-Badenes & José Antonio Lozano-Quilis, 2020. "Customer relationship management: digital transformation and sustainable business model innovation," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 33(1), pages 2733-2750, January.
    • Handle: RePEc:taf:reroxx:v:33:y:2020:i:1:p:2733-2750
    DOI: 10.1080/1331677X.2019.1676283
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    Citations

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    Cited by:

    1. Marcela Marçal Alves Pinto Mick & João Luiz Kovaleski & Rafael Luis Mick & Daiane Maria de Genaro Chiroli, 2024. "Developing a Sustainable Digital Transformation Roadmap for SMEs: Integrating Digital Maturity and Strategic Alignment," Sustainability, MDPI, vol. 16(20), pages 1-30, October.
    2. Elgiz Yılmaz Altuntaş & Esin Cumhur Yalçın, 2023. "COVID-19 Pandemic Learning: The Uprising of Remote Detailing in Pharmaceutical Sector Using Sales Force Automation and Its Sustainable Impact on Continuing Medical Education," Sustainability, MDPI, vol. 15(11), pages 1-29, June.
    3. Luu Tien Dung & Tran Thi Hoang Dung, 2024. "Businesses model innovation: a key role in the internationalisation of SMEs in the era of digitalisation," Journal of Innovation and Entrepreneurship, Springer, vol. 13(1), pages 1-18, December.
    4. Muhammad Farooq Islam & Ozge Can, 2024. "Integrating digital and sustainable entrepreneurship through business models: a bibliometric analysis," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 14(1), pages 1-18, December.
    5. Valeri GAGAUZ, 2022. "Erp System Implementation In The Small And Medium Enterprises: Evidence From The Republic Of Moldova," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 7(4), pages 154-161.
    6. Rafael Martínez-Peláez & Alberto Ochoa-Brust & Solange Rivera & Vanessa G. Félix & Rodolfo Ostos & Héctor Brito & Ramón A. Félix & Luis J. Mena, 2023. "Role of Digital Transformation for Achieving Sustainability: Mediated Role of Stakeholders, Key Capabilities, and Technology," Sustainability, MDPI, vol. 15(14), pages 1-27, July.
    7. Filipovska Olivija, 2023. "General Aspects of Bank Strategy on the Digital Transformation in North Macedonia," Zagreb International Review of Economics and Business, Sciendo, vol. 26(2), pages 203-214.
    8. Ling Pan & Zeshui Xu & Marinko Skare, 2023. "Sustainable business model innovation literature: a bibliometrics analysis," Review of Managerial Science, Springer, vol. 17(3), pages 757-785, April.
    9. Lahcene Makhloufi & László Vasa & Joanna Rosak-Szyrocka & Farouk Djermani, 2023. "Understanding the Impact of Big Data Analytics and Knowledge Management on Green Innovation Practices and Organizational Performance: The Moderating Effect of Government Support," Sustainability, MDPI, vol. 15(11), pages 1-22, May.
    10. Amol Adkonkar & Anand Sharma & Pooja Arora, 2024. "Validation of Instrument Measuring the Impact of SCM Practices and SCM Agility on Competitive Advantage and Organization Performance in Indian Pharmaceutical Firms," Paradigm, , vol. 28(1), pages 65-83, June.
    11. Marco Cioppi & Ilaria Curina & Barbara Francioni & Elisabetta Savelli, 2023. "Digital transformation and marketing: a systematic and thematic literature review," Italian Journal of Marketing, Springer, vol. 2023(2), pages 207-288, June.
    12. Rafael Martínez-Peláez & Marco A. Escobar & Vanessa G. Félix & Rodolfo Ostos & Jorge Parra-Michel & Vicente García & Alberto Ochoa-Brust & Pablo Velarde-Alvarado & Ramón A. Félix & Sandra Olivares-Bau, 2024. "Sustainable Digital Transformation for SMEs: A Comprehensive Framework for Informed Decision-Making," Sustainability, MDPI, vol. 16(11), pages 1-25, May.
    13. Francesco Caputo & Pierpaolo Magliocca & Rossella Canestrino & Erika Rescigno, 2023. "Rethinking the Role of Technology for Citizens’ Engagement and Sustainable Development in Smart Cities," Sustainability, MDPI, vol. 15(13), pages 1-19, July.
    14. Jeehan A. R. Awad & Rodrigo Martín-Rojas, 2024. "Digital transformation influence on organisational resilience through organisational learning and innovation," Journal of Innovation and Entrepreneurship, Springer, vol. 13(1), pages 1-24, December.

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