CRM in the digital age: implementation of CRM in three contemporary B2B firms
Lipiäinen, H. (2015). CRM in the digital age: implementation of CRM in three contemporary B2B firms. Journal of Systems and Information Technology, 17 (1), 2-19. doi:10.1108/JSIT-06-2014-0044
Published inJournal of Systems and Information Technology
© Emerald Group Publishing Limited. This is a final draft version of an article whose final and definitive form has been published by Emerald. Published in this repository with the kind permission of the publisher.
Purpose – The purpose of this study was to contribute to the current discussion on digitization in companies’ marketing from a customer relationship management (CRM) perspective by examining the role and objectives of CRM and the exploitation of social media to serve the objectives of CRM in contemporary business-to-business (B2B) companies. Design/methodology/approach – The data are collected through semi-structured themed interviews with key marketing/sales managers from three B2B firms. Findings – CRM seems to be moving closer to the company’s core activity and becoming everybody’s business to a greater extent than ever before, but its main goal, to enhance customer relationships, will not necessarily change. Understanding the customer is vital and requires different functions to cooperate closely to ensure the firm has the best possible understanding of its customers. Public social media tools played almost no part in CRM, but closed social media systems might have potential in the future. Research limitations/implications – The chosen research approach limits the generalization of the results. Practical implications – It seems likely that firms will benefit from a collaborative working style over the traditional silo approaches. For B2B firms, public social media does not seems to be the most suitable source to serve CRM but private social media channels might have potential in the future. Originality/value – The lack of empirical examination of the change from company ecosystem to customer ecosystem from a CRM perspective, and the lack of research on social media for CRM in the B2B context, determines the purpose of this study. Furthermore, digitization is a rather new and unstructured phenomenon and many companies are still considering how to reconcile to it. ...
PublisherEmerald Group Publishing Limited; Edith Cowan University
MetadataShow full item record
- Kauppakorkeakoulu 
Showing items with similar title or keywords.
Applying machine learning to marketing : implementation and management of a next best offer recommendation model in the financial industry Valtonen, Anna (2020)This Master’s Thesis researches how a predictive analytics next best offer (NBO) recommendation model is developed, implemented and managed in a Finnish retail bank. This Thesis studies how the NBO model is strategically ...
Globalized and localized marketing approach for hospitality industry : case study of Sands Resorts Macao Liao, Xiaoling (2020)The hospitality industry is usually regarded in the centre of the globalization of international business. As hotels or resorts increasingly extend their properties in multicultural markets, in which China is perceived as ...
Loisa, Raija-Leena (University of Jyväskylä, 2003)Kulttuuriteollisuudeksi kutsuttu ilmiö on 1990-luvulla noussut kulttuuripolitiikan keskeiseksi teemaksi sekä kansainvälisesti että Suomessa. Tavanomaisten käsitysten mukaan siinä on kyse taloudellisesti omavaraisesta ...
Wang, Shuchen (2022)Between the opening-up policy and the Belt and Road Initiative of Chinese Dream, the development of Chinese contemporary art crystallises the robust growth of the country from an agriculture-based society into the world’s ...
Peltoniemi, Mirva (Wiley-Blackwell Publishing Ltd.; British Academy of Management, 2015)During the last decade, cultural industries have grown in economic importance, and research interest in them has increased. Despite prolific research, there is a lack of a comprehensive view on the subject. The purpose of ...