Assessing customer relationship management strategies for creating competitive advantage in electronic business

    Research output: Contribution to journalArticle

    Abstract

    Increasing numbers of e-businesses view customer relationships as a basis for achieving increased efficiency and leveraging a competitive advantage. The development of customer relationship management is as a result of the optimism expressed by many managers that technology could provide a mechanism for storing, retrieving and disseminating knowledge that adds value to both the customers and the organisation. However, since the late 1990s many industry and academic commentators have expressed disappointment in the returns that CRM was delivering. This article assesses the CRM driven strategies that firms have adopted in pursuit of competitive advantage and argues that only an integrated system that includes the whole enterprise is likely to maximise the potential of information technology in this context.

    Original languageEnglish
    Pages (from-to)4-14
    Number of pages11
    JournalJournal of Knowledge Management Practice
    Volume5
    Publication statusPublished - 7 Aug 2004

    Fingerprint

    Customer relationship management
    Competitive advantage
    Electronic business
    Management strategy
    Customer relationship
    Managers
    Optimism
    Disappointment
    Industry
    Integrated system
    Firm strategy

    Keywords

    • CRM
    • e-business
    • competitive advantage
    • business strategy
    • e-commerce

    Cite this

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    title = "Assessing customer relationship management strategies for creating competitive advantage in electronic business",
    abstract = "Increasing numbers of e-businesses view customer relationships as a basis for achieving increased efficiency and leveraging a competitive advantage. The development of customer relationship management is as a result of the optimism expressed by many managers that technology could provide a mechanism for storing, retrieving and disseminating knowledge that adds value to both the customers and the organisation. However, since the late 1990s many industry and academic commentators have expressed disappointment in the returns that CRM was delivering. This article assesses the CRM driven strategies that firms have adopted in pursuit of competitive advantage and argues that only an integrated system that includes the whole enterprise is likely to maximise the potential of information technology in this context.",
    keywords = "CRM, e-business, competitive advantage, business strategy, e-commerce",
    author = "Colin Combe",
    year = "2004",
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    volume = "5",
    pages = "4--14",

    }

    Assessing customer relationship management strategies for creating competitive advantage in electronic business. / Combe, Colin.

    In: Journal of Knowledge Management Practice, Vol. 5, 07.08.2004, p. 4-14.

    Research output: Contribution to journalArticle

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    AB - Increasing numbers of e-businesses view customer relationships as a basis for achieving increased efficiency and leveraging a competitive advantage. The development of customer relationship management is as a result of the optimism expressed by many managers that technology could provide a mechanism for storing, retrieving and disseminating knowledge that adds value to both the customers and the organisation. However, since the late 1990s many industry and academic commentators have expressed disappointment in the returns that CRM was delivering. This article assesses the CRM driven strategies that firms have adopted in pursuit of competitive advantage and argues that only an integrated system that includes the whole enterprise is likely to maximise the potential of information technology in this context.

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    KW - competitive advantage

    KW - business strategy

    KW - e-commerce

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