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Intra- and inter-organizational effects of a CRM system implementation

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  • Enrico Baraldi
  • Antonella La Rocca
  • Andrea Perna

Abstract

The purpose of this paper is to investigate the intra- and inter-organizational effects of introducing a Customer Relationship Management (CRM) system in a firm. Today, CRM appears to be a "buzzword" in the academic literature and it can be analysed under different and sometimes divergent perspectives. We define CRM as a technical device interacting with people who input data and information inside an IT system to obtain processed information in order to handle customer relationships. Empirically, we explore the implementation of a CRM system in an Italian company. Our findings suggest that the installation of a CRM system is not a linear process because of the problems that surface when the technology is embedded within an organization. We identify two main issues users face in employing the CRM system: 1) loss of independence, 2) the feeling of being controlled, with an accompanying mistrust of data inputs from other users in the same host organization.

Suggested Citation

  • Enrico Baraldi & Antonella La Rocca & Andrea Perna, 2013. "Intra- and inter-organizational effects of a CRM system implementation," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(1), pages 13-34.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-001003
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    References listed on IDEAS

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    1. Enrico Baraldi, 2009. "USER-RELATED COMPLEXITY DIMENSIONS OF COMPLEX PRODUCTS AND SYSTEMS (CoPS): A CASE OF IMPLEMENTING AN ERP SYSTEM," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 13(01), pages 19-45.
    2. Baraldi, Enrico & Waluszewski, Alexandra, 2005. "Information technology at IKEA: an "open sesame" solution or just another type of facility?," Journal of Business Research, Elsevier, vol. 58(9), pages 1251-1260, September.
    3. Leonard-Barton, Dorothy, 1988. "Implementation as mutual adaptation of technology and organization," Research Policy, Elsevier, vol. 17(5), pages 251-267, October.
    4. Chang, Woojung & Park, Jeong Eun & Chaiy, Seoil, 2010. "How does CRM technology transform into organizational performance? A mediating role of marketing capability," Journal of Business Research, Elsevier, vol. 63(8), pages 849-855, August.
    5. Baraldi, Enrico & Gressetvold, Espen & Harrison, Debbie, 2012. "Resource interaction in inter-organizational networks: Foundations, comparison, and a research agenda," Journal of Business Research, Elsevier, vol. 65(2), pages 266-276.
    6. Verhoef, P.C. & Donkers, A.C.D., 2001. "Predicting Customer Potential Value: an application in the insurance industry," ERIM Report Series Research in Management ERS-2001-01-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
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