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Putting Market-Facing Technology to Work: Organizational Drivers of CRM Performance

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Executive Summary

large proportion of firms that adopt Customer Relationship Management (CRM) technology find it challenging to integrate CRM technology into their core marketing processes and utilize CRM strategically to appreciably improve their performance. The authors conceptualize a model to understand the drivers of superior CRM performance after CRM technology has been adopted by a firm and examine strategic utilization of CRM technology as driven by user acceptance and proficiency in the form of employee buy-in and expertise. Top management championship practices, employee Information Technology (IT) skills, and CRM knowledge are identified and examined as key building blocks toward strategic utilization.

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