This study aims to explore how CRM vendors support the CRM adoption processes through a qualitative methodology approach. We contend that few previous studies adopted the perspective of the CRM vendor when dealing with the adoption process. After a brief description of the barriers related to CRM adoption, the present manuscript – whilst still an ongoing study - provides early findings depicting new perspectives and outline several potential pathways to enhance its adoption.
Exploring the CRM adoption from a vendor perspective. Initial findings from an empirical study / Cinti, A.; Sabatini, A.; Perna, A.; Gregori, G. L.. - ELETTRONICO. - (2021), pp. 1-5. (Intervento presentato al convegno Trasformazione digitale dei mercati: il Marketing nella creazione di valore per le imprese e la società. XVIII Convegno Annuale della Società Italiana Marketing tenutosi a Ancona - Facoltà di Economia Università Politecnica delle Marche nel 14 - 15 Ottobre 2021).
Exploring the CRM adoption from a vendor perspective. Initial findings from an empirical study
Cinti A.
;Sabatini A.;Perna A.;Gregori G. L.
2021-01-01
Abstract
This study aims to explore how CRM vendors support the CRM adoption processes through a qualitative methodology approach. We contend that few previous studies adopted the perspective of the CRM vendor when dealing with the adoption process. After a brief description of the barriers related to CRM adoption, the present manuscript – whilst still an ongoing study - provides early findings depicting new perspectives and outline several potential pathways to enhance its adoption.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
