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Assessing The Readiness For Implementing E-Crm In B2B Markets Using AHP Method

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The potential risk factors in CRM implementation can cause serious failures either in project phase or in go live phase. To eliminate, prevent or control these risk factors, they have to be identified and classified. The readiness dimensions for CRM are the categorized dimensions that their definitions are based on the problematic nature of the several risk factors. In this paper the authors classified and explained the most important aspects and factors which affect CRM readiness for B2B markets, according to their complicated network of relationships. Then they suggested the hierarchical model for assessing CRM readiness in organizations based on six main dimensions, seventeen sub-dimensions and forty eight indicators.