Improving organisational responsiveness through CRM – the dynamics of strategy, information systems, and staff empowerment

Batista, Luciano; Meadows, Maureen; Dibb, Sally; Hinton, Matthew and Analogbei, Mathew (2013). Improving organisational responsiveness through CRM – the dynamics of strategy, information systems, and staff empowerment. In: British Academy of Management Conference Proceedings, 10-12 Sep 2013, Liverpool, UK, British Academy of Management.

Abstract

Successful organisations are characterised by how they change their organisational practices in response to the external environment. This paper considers how CRM supports this process, focusing on the dynamics of strategy, information systems and staff empowerment. We report the findings of an empirical study of CRM adoption by financial services firms in Brazil. The study shows that improved organisational responsiveness is enabled by a ‘strategy-technology-staff empowerment’ pathway, rather than by the common ‘strategy-technology’ initiative adopted by many firms.

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