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Innovation of Enterprises in the West Pomeranian Voivodeship – A Regional Perspective

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  • Rafal Szymanski

Abstract

Purpose: This article aims to examine the influence of implementing a CRM (Customer Relationship Management) system on the innovation and competitiveness of micro, small, or medium-sized enterprises. The article formulates the following research hypothesis: "Methodically implemented CRM system adoption positively affects the speed and quality of achieving the organization's innovation and competitiveness indicators." In line with the stated goal and hypothesis, the article addresses the following research question: "What specific actions should an organization undertake to correctly implement a CRM system?" Design/Methodology/Approach: To achieve the specified objective, a critical analysis of relevant literature was employed, along with an observational method supported by argumentation that bolstered generalized theses. Additionally, methods of induction and deduction, comparisons and generalizations, as well as synthesis, were utilized. Subsequently, research was conducted using the Computer Assisted Web Interview (CAWI) method and in-depth research employing the Delphi method, which is a tool for structuring group communication processes. Findings: The deliberations led to the identification of key actions required for the successful implementation of a CRM system. Practical Implications: The issues presented in the article emphasize the need for micro, small, and medium-sized enterprises to adopt a methodical approach when implementing CRM systems. Originality Value: This article presents the outcomes of original desk research. The topic addressed had not previously been discussed in international forums.

Suggested Citation

  • Rafal Szymanski, 2023. "Innovation of Enterprises in the West Pomeranian Voivodeship – A Regional Perspective," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 740-749.
    • Handle: RePEc:ers:journl:v:xxvi:y:2023:i:3:p:740-749
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    References listed on IDEAS

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    1. Aida Ben Jemaa & Nadine Tournois, 2014. "Relationship Marketing Key Concepts as Relationship Value Determinant," Post-Print hal-02103109, HAL.
    2. Vithya Leninkumar, 2017. "The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(4), pages 450-465, April.
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    More about this item

    Keywords

    Innovation; competitiveness; regional economy; CRM (Customer Relationship Management); customer relationship management.;
    All these keywords.

    JEL classification:

    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship
    • L38 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Public Policy
    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes
    • R19 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Other
    • R58 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - Regional Development Planning and Policy

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