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Connections between Customer Relationship Management and Market Orientation


  • Daniela Frejková

    () (Brno University of Technology)

  • Vladimír Chalupský

    () (Brno University of Technology)


The main goal of this paper is to analyse the relationship between two key managerial conceptions: customer relationship management (CRM) and market orientation (MO). It was decided to conduct a more thorough research on the basis of previous research in these fields, as MO and CRM should be strong concepts that help companies achieve success. This research was conducted on a sample of 43 completed questionnaires provided by firms from the field of aeronautics in the Czech Republic and partly in the Slovak Republic. The aerospace industry is a high-tech industry providing high added value. There is a high concentration of research and production capacity in this branch and the importance of the aeronautical industry is continuing to grow. The results of the present research show the level of interdependence between MO and CRM and major deficiencies in their practical application. The influence of MO and CRM on corporate performance was also confirmed.

Suggested Citation

  • Daniela Frejková & Vladimír Chalupský, 2012. "Connections between Customer Relationship Management and Market Orientation," Acta Universitatis Bohemiae Meridionales, University of South Bohemia in Ceske Budejovice, vol. 15(1), pages 55-64.
  • Handle: RePEc:boh:actaub:v:15:y:2012:i:1:p:55-64

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    More about this item


    Customer Relationship Management; CRM; Market Orientation; Aeronautics;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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