TY - JOUR
T1 - Country effects on CRM success
AU - Sharma, Arun
AU - Iyer, Gopalkrishnan R.
N1 - Copyright:
Copyright 2007 Elsevier B.V., All rights reserved.
PY - 2006
Y1 - 2006
N2 - Customer relationship management (CRM) adoption is growing at a dramatic pace in firms and is significantly impacting customer and business market behaviors. As a result, most firms have started developing and implementing CRM strategies. However, country effects on CRM strategy outcomes in international environments have not been discussed and are the focus of this paper. In this paper, we examine the impacts of marketing infrastructure and marketing institutions on the development of CRM strategies and success in the implementation of such strategies. Our framework has utility in understanding the impacts of country-specific factors in the outcomes of CRM strategy.
AB - Customer relationship management (CRM) adoption is growing at a dramatic pace in firms and is significantly impacting customer and business market behaviors. As a result, most firms have started developing and implementing CRM strategies. However, country effects on CRM strategy outcomes in international environments have not been discussed and are the focus of this paper. In this paper, we examine the impacts of marketing infrastructure and marketing institutions on the development of CRM strategies and success in the implementation of such strategies. Our framework has utility in understanding the impacts of country-specific factors in the outcomes of CRM strategy.
KW - CRM strategies
KW - Country effects
KW - Country-specific factors
KW - Customer relationship management
KW - Outcomes of CRM
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U2 - 10.1300/J366v05n04_05
DO - 10.1300/J366v05n04_05
M3 - Article
AN - SCOPUS:34247338864
VL - 5
SP - 63
EP - 78
JO - Journal of Relationship Marketing
JF - Journal of Relationship Marketing
SN - 1533-2667
IS - 4
ER -