The Business Value of CRM Technology: From the Perspective of Organizational Ambidexterity
نویسندگان
چکیده
In this paper we report a case study on how firms realize the business value of CRM by developing CRM-enabled ambidexterity to simultaneously pursue stability and develop adaptability. Results show that as the focal firm used CRM as a platform for standardizing operations and building routines, the top management team (TMT) and the operation team worked together to reflexively monitor the status of CRM-enabled capabilities and the usage of CRM. Such reflexive monitoring led to proactive changes in CRM and CRM usage in response to market changes and market needs, ensuring adaptability. In this way CRM enabled organizational ambidexterity through mechanisms of capabilities building and reflexive monitoring. By examining the previously unexplored relationship between CRM use and organizational ambidexterity, this study contributes to literature in both ambidexterity and CRM business value.
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