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CRM Impact - Experiences from some multinational companies
Mälardalen University, School of Sustainable Development of Society and Technology. (2541)
Mälardalen University, School of Sustainable Development of Society and Technology. (2541)
2010 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Problem Discussion:  CRM has a growing trend of popularity in recent years within the multinational industrial companies, but at the same time; CRM initiatives achieved high failure rates to the point that it has become more common for CRM implementations to fail than to succeed. Thus as a result, the majority of companies fail to achieve CRM Impact in their organizations.

Research Question:  Which basic elements are important to achieve CRM Impact within the chosen multinational industrial companies?

Purpose: The thesis aims to describe and analyze CRM Impact within the chosen multinational industrial companies, by using the chosen theoretical framework.

Methodology: Several company experiences are investigated through an exploratory qualitative investigation, and then analyzed with the help of theoretical framework.

Conclusion: Authors have found that the most important basic elements to achieve CRM Impact within the chosen multinational industrial companies are: a supportive top management, and well-established knowledge management capabilities.

Place, publisher, year, edition, pages
2010. , 88 p.
Keyword [en]
CRM, CRM impact
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-12699OAI: oai:DiVA.org:mdh-12699DiVA: diva2:428223
Subject / course
Business Administration
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-07-05 Created: 2011-06-29 Last updated: 2011-07-05Bibliographically approved

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Yayintas, HakanBjelevac, Jasmina
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf