Impact of CRM adoption on organizational performance

Volume: 30, Issue: 1, Pages: 59 - 77
Published: Jan 2, 2020
Abstract
Purpose Customer relationship management (CRM) is instrumental to attain and sustain organizational competitive advantage. Innovation in terms of CRM adoption is the key to gain competitive advantage, and being innovative is dependent on how well organizations know about changing demands of customers and their changing ways to gain access to the market. There is hence a need to develop ongoing empirical insights from diverse management...
Paper Details
Title
Impact of CRM adoption on organizational performance
Published Date
Jan 2, 2020
Journal
Volume
30
Issue
1
Pages
59 - 77
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