TY  - JOUR
U1  - Zeitschriftenartikel, wissenschaftlich - begutachtet (reviewed)
A1  - Kern, Manuel
A1  - Schmäh, Marco
T1  - Triumph after the hype? Success factors for CRM implementation
JF  - Marketing Review St. Gallen
N2  - Customer orientation should be the core engine of every organisation while IT can be considered as the enabler to generate competitive advantages along customer processes in marketing, sales and service. Research shows that customer relationship management (CRM) enables organisations to perform better and experience indicates that organisations that focus on customer orientation are more successful. With marketplace organisations such as Amazon, Alibaba or Conrad shaping the future of customer centricity and information technology, German B2B organisations need to shift their value contribution from product-centric to customer-centric. While these organisations are currently attempting to implement CRM software and putting their customers more into focus, the question remains how organisations are approaching the implementation of CRM and whether these attempts are paying off in terms of business performance.
Y1  - 2020
SN  - 1865-6544
SS  - 1865-6544
VL  - 37
IS  - 6
SP  - 38
EP  - 45
S1  - 8
PB  - Thexis Verlag
CY  - St. Gallen
ER  -