Country effects on CRM success

Arun Sharma, Gopalkrishnan R. Iyer

Research output: Contribution to journalArticle

12 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)63-78
Number of pages16
JournalJournal of Relationship Marketing
Volume5
Issue number4
DOIs
StatePublished - Dec 1 2006

Keywords

  • CRM strategies
  • Country effects
  • Country-specific factors
  • Customer relationship management
  • Outcomes of CRM

ASJC Scopus subject areas

  • Marketing

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