This study, based on the traditional 4P framework, proposed a construct, dynamic marketing capability, which reflects the extent to which a firm can dynamically adjust its marketing activities and resources in response to changing environments. The construct is hypothesized to mediate the effect of a firm’s information technology (IT) support for CRM on firm performance. With a survey of the 50...

Besucher: Universitätsstr. 12, 86159 Augsburg Telefon: +49 821 598-4801 (Fax: -4899) Universität Bayreuth, D-95440 Bayreuth Besucher: F.-v.-Schiller-Str. 2a, 95444 Bayreuth Telefon: +49 921 55-4710 (Fax: -844710) www.fim-rc.de W I3 0 8 Diskussionspapier Wirtschaftlichkeitsanalyse für CRM-Systeme – Ein Erfahrungsbericht von Torsten Becker, Julia Heidemann, Nora Kamprath, Marco C. Meier, Maximili...

Drawing on environmental determinism and environmental management perspectives, this study examines the roles of strategy in the relationship between environment and performance in new ventures. With data from 184 ventures in China’s high technology industries, I found that new venture strategies play differential roles in dealing with different environmental dimensions to affect performance. I...

In recent years, many companies have strived to enhance their customer-relating capability with knowledge management instruments. A survey conducted by the authors, however, indicates that successful implementations of such initiatives are still comparatively rare. In this paper we present a cross-case analysis of three companies that we identified as ‘‘good practices’’ in rejuvenating customer...

Customer Relationship Management Systems have been employed by large organisations for a number of years, but with the availability of inexpensive hardware and software and easy access to the Internet, Small and Medium-sized Enterprises (SMEs) are now starting to adopt CRM systems. This paper describes a study of the factors influencing CRM adoption in 126 SMEs in the retail, manufacturing and ...

High levels of investments in IT and related products and services by firms over the last several decades produced only mixed results. Research shows that one of the most significant determinants of successful IT investments is the alignment between IT and the competitive strategies of a firm. Yet it is largely unclear to both researchers and practitioners how to achieve such alignment in the c...

Customer relationship management (CRM) is a customer-focused business strategy that dynamically integrates sales, marketing and customer care service in order to create and add value for the company and its customers. This change towards a customer-focused strategy is leading to a strong demand for CRM solutions by companies. However, in spite of companies interest in this new management model,...

The purpose of the paper is to discuss the future development of the business-to-business marketing curriculum. The conventional method of sub-dividing the overall marketing curriculum is appraised, and the legitimacy of business-to-business marketing as a component of the curriculum is assessed. Broad debates on business and marketing education, concerning managerial relevance and the place of...

This work provides a comprehensive customer-focused evaluation framework that businesses can use to assess their electronic customer relationship management (eCRM) readiness. The framework is intended to provide a big picture of the overall composition of e-CRM, to facilitate gap analysis, and to support a monitoring and feedback process. Knowledge management, trust, and technology are identifi...