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La Innovación Centrada En El Cliente Utilizando El Modelo De Inferencias En Una Estrategia Crm / Customer Centered Strategic Innovation Using The Inference Model In A Crm Strategy


  • Gil-Lafuente, Anna Mª

    () (Universidad de Barcelona (España))

  • Luis-Bassa, Carolina

    () (Universidad de Barcelona (España))


Todas las áreas de la empresa contactan de alguna forma con sus clientes, algunas directamente y otras desde dentro de la organización. Las estrategias CRM1 conjuntamente con el área de I+D trabajan en la mejora de productos y servicios para cumplir las expectativas de los clientes. Pero, ¿Podría estarse perdiendo internamente información valiosa sobre los clientes? ¿Cómo influye cada área en el proceso innovador? Este artículo presenta el modelo de inferencias lógicas relacionando la injerencia de cada área de la empresa sobre otra en cuanto a la información que comparten de los clientes, buscando así ajustar las estrategias CRM y responder a las expectativas agregando valor / All the areas within the company contact their customers, some directly and others from within the organization. CRM strategies, in conjunction with the R & D area, work on improving products and services to meet customer expectations. But could be missing valuable information of customers internally? How each area does influences in the innovation process? This p+P40aper presents the model of logical inferences, linking the interference of each area of the company over another in terms of client’s information in order to adjust CRM strategies to meet the expectations and adding value.

Suggested Citation

  • Gil-Lafuente, Anna Mª & Luis-Bassa, Carolina, 2011. "La Innovación Centrada En El Cliente Utilizando El Modelo De Inferencias En Una Estrategia Crm / Customer Centered Strategic Innovation Using The Inference Model In A Crm Strategy," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 17(2), pages 15-32.
  • Handle: RePEc:idi:jiedee:v:17:y:2011:i:2:p:15-32

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    References listed on IDEAS

    1. Rudberg, Martin & Olhager, Jan, 2003. "Manufacturing networks and supply chains: an operations strategy perspective," Omega, Elsevier, vol. 31(1), pages 29-39, February.
    2. Vijay Pothukuchi & Fariborz Damanpour & Jaepil Choi & Chao C Chen & Seung Ho Park, 2002. "National and Organizational Culture Differences and International Joint Venture Performance," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 33(2), pages 243-265, June.
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    More about this item


    Customer Relationship Management; CRM; Innovación Estratégica Centrada en el Cliente; CCSI; Modelos de Inferencia.; Customer Relationship Management; CRM; Innovation; Customer Centered Strategic Innovation; CCSI; Inference Models.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C69 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling - - - Other


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