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
Date Written: September 19, 2012
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
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