Challenges of CRM Implementation in Business-to-Business Markets: A Contingency Perspective

Journal of Personal Selling & Sales Management, vol. XXXII, no. 1 (winter 2012), pp. 117–129

15 Pages Posted: 20 Sep 2012

See all articles by Michael Ahearne

Michael Ahearne

University of Houston - C.T. Bauer College of Business

Adam Rapp

Clemson University

Babu John Mariadoss

Washington State University

Shankar Ganesan

University of Arizona - Department of Marketing

Date Written: September 19, 2012

Abstract

In this paper, the authors discuss the importance of customer relationship management (CRM) systems in complex and simple selling settings and examine how CRM is implemented in both contexts. Specifically, they suggest that CRM strategies can be implemented from the top-down, originating from top management decisions, or from the bottom-up, stemming from the knowledge and experience of the frontline salespeople. After discussing the strengths and weaknesses of both approaches, the authors develop a CRM continuum using bottom-up and top-down CRM strategies as end points. Finally, the authors offer concrete propositions and research initiatives for future investigation.

Keywords: Customer relationship marketing, business-to-business marketing, marketing strategy implementation

Suggested Citation

Ahearne, Michael and Rapp, Adam and John Mariadoss, Babu and Ganesan, Shankar, Challenges of CRM Implementation in Business-to-Business Markets: A Contingency Perspective (September 19, 2012). Journal of Personal Selling & Sales Management, vol. XXXII, no. 1 (winter 2012), pp. 117–129, Available at SSRN: https://ssrn.com/abstract=2148939

Michael Ahearne (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

334 Melcher Hall
Houston, TX 77204-6021
United States
713-743-4155 (Phone)
713-743-4572 (Fax)

HOME PAGE: http://www.bauer.uh.edu/Directory/profile.asp?firstname=Michael&lastname=Ahearne

Adam Rapp

Clemson University ( email )

Clemson, SC 29631
United States

Babu John Mariadoss

Washington State University ( email )

Pullman, WA 99164
United States

Shankar Ganesan

University of Arizona - Department of Marketing ( email )

McClelland Hall
P.O. Box 210108
Tucson, AZ 85721-0108
United States

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