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Implementation and Evaluation of a Selected CRM Tool for the Stakeholder Relationship Management in an Innovative Project

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  • Prymon-Ryś Ewa

    (AGH University, Faculty of Management, Ul. Gramatyka 10, 30-067 Kraków, Poland)

Abstract

The article presents the framework for the implementation process of HubSpot customer relationship management (CRM) software in a selected innovation project conducted by a student-run non-profit organisation, as the basis for the project's stakeholder relationship management. The purpose of the article is to assess the impact of the implemented software on the project's stakeholder relationship management, with a particular focus on communication with internal and external stakeholders. The motivation for introducing the concept of stakeholder relationship management in the studied organisation included the growing number of students involved in the project, increasing financial needs and, consequently, a growing group of stakeholders supporting the innovative project. This led to the need for the project's stakeholder relationship management concept and greater operationalisation of the student organisation's activities. HubSpot CRM software was chosen for its functionality and accessibility for non-profit organisations. This article presents a case study of the Innovative Student Project and the results of a survey of project members to assess internal communication and information flow between project members and key stakeholders after implementation of the CRM system. It was assumed that the evaluation of communication from the perspective of project members would be an appropriate measure of the benefits of the implemented solution as it is difficult to assess other dimensions of stakeholder cooperation at the initial stage. The main perceived benefits were the professionalization of team activities and uniformity of management practices across the project, clear categorisation of stakeholders, improved information flow within the project, and communication with sponsors. It was also shown that student organisations can introduce solutions dedicated to enterprises and implement the concept of stakeholder relationship management to increase the effectiveness of support acquisition and develop innovative projects.

Suggested Citation

  • Prymon-Ryś Ewa, 2023. "Implementation and Evaluation of a Selected CRM Tool for the Stakeholder Relationship Management in an Innovative Project," Marketing of Scientific and Research Organizations, Sciendo, vol. 49(3), pages 123-140, September.
    • Handle: RePEc:vrs:mosaro:v:49:y:2023:i:3:p:123-140:n:1
    DOI: 10.2478/minib-2023-0018
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    Keywords

    stakeholders; relationship management; HubSpot CRM; innovative project; case study; interesariusze; zarządzanie relacjami; HubSpot CRM; projekt innowacyjny; studium przypadku;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • O22 - Economic Development, Innovation, Technological Change, and Growth - - Development Planning and Policy - - - Project Analysis

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