Electronic Customer Relationship Management and SME Marketing Practice: Exploring Potential Synergies

Fiona McMahon and Aodheen O’Donnell
Additional contact information
Fiona McMahon: University of Ulster, Northern Ireland
Aodheen O’Donnell: University of Ulster, Northern Ireland

International Journal of E-Adoption (IJEA), 2009, vol. 1, issue 4, 95-110

Abstract: Evidence suggests that small to medium sized enterprises (SMEs) have failed to capitalize on the Internet to facilitate the management of customer relations (e-CRM) and the creation of competitive advantage (Chen & Popovich, 2003; Geiger & Martin, 1999; McGowan et al., 2001; O’Toole, 2001). This is attributed to a lack of influence, time, finance and specialised knowledge, (Carson & Gilmore, 2003) coupled with the reality that most Information Systems and Technology models and tools have been developed from the perspective of the large firm (Maguire et al., 2007; Poon & Swatman, 1999).Despite such constraints, it is posited that by exploring the components of e-CRM in the unique context of SME business and marketing practice that a natural synergy exists between e-CRM and SME marketing in the creation of value propositions. Specifically this is addressed through the two contributing constructs of SME marketing; namely entrepreneurial marketing and network marketing (Carson & Gilmore, 2000).

Date: 2009
References: Add references at CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... .4018/jea.2009100105 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jea000:v:1:y:2009:i:4:p:95-110

Access Statistics for this article

International Journal of E-Adoption (IJEA) is currently edited by Hayden Wimmer

More articles in International Journal of E-Adoption (IJEA) from IGI Global
Bibliographic data for series maintained by Journal Editor ().