A multi-layered approach to CRM implementation: An integration perspective

David J. Finnegan and Wendy L. Currie

European Management Journal, 2010, vol. 28, issue 2, 153-167

Abstract: Summary Evidence suggests that many organizations are finding it hard to implement a CRM strategy. This article reports on the research conducted over the last five years that explores how organizations can successfully develop a CRM strategy. We propose a multi-layered framework for mapping and understanding the inter-relationships between complex variables relating to CRM strategy implementation. The concept of 'affordance' is delineated and applied to culture, people, processes and technology. Evidence from three case studies suggests that a multi-layered, interdisciplinary framework can assist companies in developing their CRM strategy through a greater understanding of how different variables interact in a constantly changing environment.

Keywords: Systems; integration; CRM; strategy; CRM; implementation; Interoperability; Interdisciplinary; Cultural; integration; User; integration; Business; process; mapping; Process; integration; Change; management (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (7)

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