Show simple item record

dc.contributor.authorLipiäinen, Heini
dc.date.accessioned2015-06-15T05:19:48Z
dc.date.available2015-06-15T05:19:48Z
dc.date.issued2015
dc.identifier.citationLipiäinen, H. (2015). CRM in the digital age: implementation of CRM in three contemporary B2B firms. <em>Journal of Systems and Information Technology</em>, 17 (1), 2-19. <a href="http://dx.doi.org/10.1108/JSIT-06-2014-0044">doi:10.1108/JSIT-06-2014-0044</a>
dc.identifier.otherTUTKAID_66094
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/46313
dc.description.abstractPurpose – 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.
dc.language.isoeng
dc.publisherEmerald Group Publishing Limited; Edith Cowan University
dc.relation.ispartofseriesJournal of Systems and Information Technology
dc.subject.otherCRMen
dc.subject.otherB2Ben
dc.subject.otherSocial mediaen
dc.subject.otherDigital mediaen
dc.subject.otherIndustrial marketingen
dc.subject.otherSocial CRMen
dc.titleCRM in the digital age: implementation of CRM in three contemporary B2B firms
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-201506122307
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineBasic or discovery scholarship
dc.contributor.oppiaineMarkkinointi
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.date.updated2015-06-12T12:15:19Z
dc.type.coarjournal article
dc.description.reviewstatuspeerReviewed
dc.format.pagerange2-19
dc.relation.issn1328-7265
dc.relation.numberinseries1
dc.relation.volume17
dc.type.versionacceptedVersion
dc.rights.copyright© 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.
dc.rights.accesslevelopenAccessfi
dc.relation.doi10.1108/JSIT-06-2014-0044


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record