RFID - Buzz or Bust? Will Radio Frequency Identification Technology Follow in the Footsteps of its Ill-Fated Predecessor CRM?

4 Pages Posted: 26 Mar 2007

See all articles by Lynne M. Andrews

Lynne M. Andrews

Trinity College (Dublin)

Jonathan Cloonan

Trinity College (Dublin)

Clare Keaveny

Trinity College (Dublin)

Eamon Fitzgerald

Trinity College (Dublin)

Corinne Armstrong

Trinity College (Dublin) - School of Business Studies

Mairead Brady

Trinity College Dublin - The University of Dublin; Trinity College Dublin - School of Business; University of Dublin - School of Business Studies

Date Written: March 2007

Abstract

This working paper suggests that customer relationship management technology (CRM) has failed to live up to the hype and expectations placed upon it and that history could be repeating itself with the latest data capture technology - Radio Frequency Identification (RFID). It will be argued that the many pitfalls of CRM could serve as a valid warning sign for future investment in RFID. Some critics claim that CRM technology not only failed to deliver profitable growth, but actually damaged customer relationships (Starkey and Woodcock, 2001). By examining how CRM failed in its implementation, it is hoped that marketing practitioners can learn from these mistakes, to ensure that RFID does not encounter the same issues. A research agenda is developed to explore RFID and CRM.

Keywords: Radio Frequency Identification (RFID), Customer Relationship Management (CRM), Relationship Marketing, Information & Data Management, Technology-Assimilation

JEL Classification: M31

Suggested Citation

Andrews, Lynne M. and Cloonan, Jonathan and Keaveny, Clare and Fitzgerald, Eamon and Armstrong, Corinne and Brady, Mairead, RFID - Buzz or Bust? Will Radio Frequency Identification Technology Follow in the Footsteps of its Ill-Fated Predecessor CRM? (March 2007). Available at SSRN: https://ssrn.com/abstract=969365 or http://dx.doi.org/10.2139/ssrn.969365

Lynne M. Andrews

Trinity College (Dublin) ( email )

2-3 College Green
Dublin, Leinster
Ireland

Jonathan Cloonan

Trinity College (Dublin) ( email )

2-3 College Green
Dublin, Leinster
Ireland

Clare Keaveny

Trinity College (Dublin) ( email )

2-3 College Green
Dublin, Leinster
Ireland

Eamon Fitzgerald

Trinity College (Dublin) ( email )

2-3 College Green
Dublin, Leinster
Ireland

Corinne Armstrong

Trinity College (Dublin) - School of Business Studies ( email )

AAP College Green
Dublin 2
Ireland

Mairead Brady (Contact Author)

Trinity College Dublin - The University of Dublin ( email )

College green
Dublin 2
Ireland
+353-1-896 2705 (Phone)

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

Trinity College Dublin - School of Business ( email )

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

University of Dublin - School of Business Studies ( email )

College green
Dublin 2
Ireland
+353-1-896 2705 (Phone)

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

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