Crm Technologies as a Leverage of Competitiveness and Business Value Creation in European Markets: A Comparison between Italy and the Netherlands

18 Pages Posted: 10 Feb 2005

See all articles by Luciano Pilotti

Luciano Pilotti

University of Milan - Department of Economics, Business and Statistics

Peter J. van Baalen

University of Amsterdam

Antonio Lorenzon

University of Milan - Department of Business Policy and Economics; Massachusetts Institute of Technology (MIT) - Sloan School of Management

Date Written: January 2005

Abstract

The term CRM, Customer Relationship Management, is one of the most applied concept both in Marketing and IT literature and applications. CRM is most of the time used as a replacement of a misleading narrow term: Relationship Management (RM). Operations, Customer Service, Sales, human resources, credit controls are essential ingredients in the customer satisfaction blender. We can conclude that the definition of CRM is also its objective: The development and maintenance of mutually beneficial long-term relationships with strategically significant customers. All this focus on customers and their needs comes from a shift from a mass marketing approach, through market segmentation, to an individualized marketing. This one-to-one marketing strategy is connected also with a more and more delocalized access to the markets from the logistics and distribution partners that implicates much more real-time expectations of the customers. So the market started to move from a product oriented structure to a customer oriented one but, unfortunately not all the companies haven't adapted their organization to the new requests of the new "customer centric era".

Keywords: Knowledge management, Customer Relationship Management, Marketing, User innovation, Open source software, Community, Projects' performance

JEL Classification: L86, D83

Suggested Citation

Pilotti, Luciano and van Baalen, Peter J. and Lorenzon, Antonio, Crm Technologies as a Leverage of Competitiveness and Business Value Creation in European Markets: A Comparison between Italy and the Netherlands (January 2005). Available at SSRN: https://ssrn.com/abstract=664941 or http://dx.doi.org/10.2139/ssrn.664941

Luciano Pilotti (Contact Author)

University of Milan - Department of Economics, Business and Statistics ( email )

Via Festa del Perdono, 7
Milan, 20122
Italy
+390250321530 (Phone)
+390250321505 (Fax)

Peter J. Van Baalen

University of Amsterdam ( email )

Roeterstraat 11
Amsterdam, Z-H 1018 WB
Netherlands
+31 20 525 4320 (Phone)

Antonio Lorenzon

University of Milan - Department of Business Policy and Economics ( email )

Milano, I-20122
Italy

Massachusetts Institute of Technology (MIT) - Sloan School of Management ( email )

100 Main Street
E62-416
Cambridge, MA 02142
United States

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