Internalization in technology innovation: A case of CRM adoption

Jessica H.F. Chen, Eric T.G. Wang

研究成果: 書貢獻/報告類型會議論文篇章同行評審

10 引文 斯高帕斯(Scopus)

摘要

In today's increasingly competitive economy, traditional marketing practice is thought to be out of date. Companies are driven to adopt the new practice defined by prevailing rationalized marketing concepts, because customer relationship management (CRM) is seen as the next marketing paradigm. Unfortunately, most CRM implementations do not produce expected results and even with technical feasibility many promised benefits of CRM have been rarely fulfilled. Using a case study, this paper examines why a company adopts a CRM technology but fails to buy into the technology's real value and identifies the factors impeding the internalization process of technological innovation. The results of our case analysis show that the CRM technology diffused less rapidly than expected, because the underlying value of the CRM was incompatible with the company's existing philosophy. This incompatibility has made the CRM deployment ceremonial. A discussion on the results of the case study is provided.

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主出版物標題Proceedings of the 39th Annual Hawaii International Conference on System Sciences, HICSS'06
頁面111a
DOIs
出版狀態已出版 - 2006
事件39th Annual Hawaii International Conference on System Sciences, HICSS'06 - Kauai, HI, United States
持續時間: 4 1月 20067 1月 2006

出版系列

名字Proceedings of the Annual Hawaii International Conference on System Sciences
6
ISSN(列印)1530-1605

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???event.eventtypes.event.conference???39th Annual Hawaii International Conference on System Sciences, HICSS'06
國家/地區United States
城市Kauai, HI
期間4/01/067/01/06

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