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Using the dynamic capabilities perspective to analyse CRM adoption: a multiple case study in portuguese organisations

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Resumo:Customer Relationship Management (CRM) adoption is both a relevant research topic in academia and a challenge for practitioners. We understand CRM as a complex concept that includes technology, strategy and philosophy. In this research, we propose an analysis of CRM organisational competences and capabilities. The main goals are: to observe organisational competences and capabilities in order to find ways in which companies obtain success with their CRM initiatives; and to apply a dynamic capabilities perspective as the main theoretical point to analyse how companies can improve their competences related to customer relationship management. In order to achieve the purpose of this study a qualitative, interpretative, case-based research strategy was implemented. We first conducted an exploratory case study in a Brazilian Telecommunications company in order to define the focus of the research and research questions. Afterwards, we conducted a main case study in a Portuguese Telecommunications company for one year, and finally, we conducted four more case studies in Portuguese organisations to develop the research findings. These multiple case studies were based on semi-structured interviews and document analysis. We used qualitative techniques to analyse the collected data and ground our interpretation in two theoretical approaches: value focus thinking and dynamic capabilities. We propose a theoretical framework related to CRM dynamic capability that is corroborated with empirical evidence. We believe that because organisations which adopt a CRM strategy are in a competitive environment, a dynamic model needs to be used to analyse and explain how they can improve their CRM strategy in order to achieve success. As a second contribution we identify a set of competences that need to be developed in order to manage customer relationships effectively.
Autores principais:Pedron, Cristiane
Assunto:CRM (Customer Relationship Management) Relationship Marketing Information System Dynamic Capability Organisational Competences Case Study CRM Gestão do Relacionamento com o Cliente Marketing de Relacionamento Sistema de Informação Capacidade Dinâmica Capacidade Dinâmica Competências Organizacionais Estudo de Caso
Ano:2009
País:Portugal
Tipo de documento:tese de doutoramento
Tipo de acesso:acesso aberto
Instituição associada:Universidade de Lisboa
Idioma:inglês
Origem:Repositório da Universidade de Lisboa

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