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A multi-layered approach to CRM implementation: An integration perspective


  • Finnegan, David J.
  • Currie, Wendy L.


Summary Evidence suggests that many organizations are finding it hard to implement a CRM strategy. This article reports on the research conducted over the last five years that explores how organizations can successfully develop a CRM strategy. We propose a multi-layered framework for mapping and understanding the inter-relationships between complex variables relating to CRM strategy implementation. The concept of 'affordance' is delineated and applied to culture, people, processes and technology. Evidence from three case studies suggests that a multi-layered, interdisciplinary framework can assist companies in developing their CRM strategy through a greater understanding of how different variables interact in a constantly changing environment.

Suggested Citation

  • Finnegan, David J. & Currie, Wendy L., 2010. "A multi-layered approach to CRM implementation: An integration perspective," European Management Journal, Elsevier, vol. 28(2), pages 153-167, April.
  • Handle: RePEc:eee:eurman:v:28:y:2010:i:2:p:153-167

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    Cited by:

    1. Mohammed Alamgir & Mohammad Shamsuddoha, 2015. "Customer Relationship Management (Crm) Success Factors: An Exploratory Study," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 4(1), pages 1-7, January.
    2. Iveroth, Einar, 2012. "Leading global IT-enabled change across cultures," European Management Journal, Elsevier, vol. 30(4), pages 340-351.


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