Strategic Orientation and Customer Relationship Management: A Contingency Framework of CRM Success

Authors

  • Kirby L.J. Shannahan Memorial University of Newfoundland, St. John’s, Canada
  • Rachelle J. Shannahan Memorial University of Newfoundland, St. John’s, Canada
  • Aliosha Alexandrov University of Wisconsin-Oshkosh, U.S.A.

Abstract

Since their inception, the failure rate of customer relationship management (CRM) projects continues to be high. Using the "Miles and Snow" (1978) strategic typology, this paper advances a contingency framework to explain the failure rates and to better predict the success of CRM projects. The strategic typology perspective allows for the integration of firm strategic orientation, environmental factors, and customer characteristics for the development of a broad framework for understanding CRM success and failure. Several propositions are advanced for how internal and external factors can affect the success of CRM initiatives.

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Published

2010-06-01

How to Cite

Shannahan, K. L., Shannahan, R. J., & Alexandrov, A. (2010). Strategic Orientation and Customer Relationship Management: A Contingency Framework of CRM Success. Journal of Comparative International Management, 13(1). Retrieved from https://journals.lib.unb.ca/index.php/JCIM/article/view/18566

Issue

Vol. 13 No. 1 (2010)

Section

RESEARCH ARTICLES

License

Papers accepted become the copyright of the journal, unless otherwise specifically agreed.