Does Organizational Culture Influence CRM Outcomes?

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Executive Summary

Customer relationship management (CRM) has received wide acceptance as an important management discipline. In recent years, CRM system implementations have become more commonplace (Butler, 2005) and industry forecasts indicate that worldwide spending on CRM technologies will expand to US$11 billion per annum by 2010 (Band, Leaver, and Rogan, 2007). Bain and Company's global survey ranked CRM as one of the top ten management tools (Rigby, 2003; Rigby and Bilodeau, 2005). However, several reports point to an alarming number of failed CRM projects, estimated at between 35 and 71 percent (CGEY, 2002; LaValle and Scheld, 2004; Lee, 2000; Sims, 2006).

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