Impact of the Introduction of an e-CRM Solution in the Feed Industry: The Case of Progeo-Mangimi
Feed industry is very demanding in terms of logistics. This activity implies supplying, processing and, most of all, distributing perishable products (raw materials and feed), to a very large number of clients, often scattered in wide market areas (animal farms) with different qualitative, quantitative and timing needs. So far the use of ICTs within the feed industry in Italy regarded mostly the production phase in terms of feed composition optimisation, and the internal logistics. External relationships like e-CRM, etc.. have so far been rarely adopted. For many Italian small and medium enterprises, mostly in the agro-food sector, the diffusion of ICTs solutions for the management of their client relationship has been quite slow. The aim of this paper is to examine the factors affecting the success in the implementation of an e-CRM solution in an Italian feed industry; the implementation strategies adopted and their impact on the company logistics performances have been investigated; the methodological framework for the e-solution implementation strategy analysis is the “Building of organizational support for Supply chain Improvement” as defined in the SCOR model (Bolstorff P., Rosenbaum R., 2003). The SCOR model provided a useful analytical framework in order to define the variables affecting the successful implementation of the e-CRM. The results show a dramatic improvement in the Progeo- Mangimi customer relationship performances; the fundamental role of the Progeo management to organise and motivate the personnel involved, and to interact with the customers, emerged.
|Date of creation:||Oct 2008|
|Contact details of provider:|| Web page: http://www.eaae.org|
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:ags:eea110:49894. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.