Broadband mobile communication based on both broadband Internet and the third generation mobile communication system (3G) is going to play the role as a major channel for customers to obtain various services. It takes advantages of acquiring services with time saving, and any-time and any-place access in the near future. It is very obvious that eventually all companies offer real-customized broadband mobile services at the right time in the right place with the right price, so-called mobile commerce, due to customers' requirements and technology advancements e.g., data mining, global roaming, GPS, mobile location services, mobile IP and IPV6, etc. Syndication and alliance will be shaped and concreted within and between companies for mobile commerce under the information infrastructure of both 3G and broadband Internet. New business opportunities are emerging considerably. However, companies are facing many more difficult challenges of losing customers easily due to quick and cheap switch from one company to another. Therefore, it is one of the most important topics now for companies to attract customers, satisfy customers, and win their loyalty through appropriate customer relationship management (CRM). In this research, we survey the development ofCRM, its conceptual architecture, function, and advantage to both customers and companies. We study and compare four popular CRM systems - 12, Siebel, NCR, and BroadVision, which are currently available in the global market. And, we examine the current advancements of related information and communication technologies for CRM and figure out new trends of CRM for broadband mobile commerce based on the 3G and broadband Internet. Furthermore, we address the management and marketing strategies ofCRM for the coming challenges in the broadband mobile commerce era.

Loyalty management has emerged over recent years as a topic of significant importance in both academic and practitioner discourse, articulating the benefits of an extended relationship with key stakeholders including, but not limited to, customers, employees and shareholders. This research explores the theory and practice of loyalty management from a communications perspective. The thesis attempted to discover how the integration or non-integration of internal and external communication affects the communication of loyalty, in addition to how loyalty management contributes towards the organisation�s perceived creation of value. In doing so, it also examines how the practice of customer relationship management (CRM), integrated marketing communication (IMC) and the use of information and communication technology (ICT) plays a role in the communication of loyalty. The research entailed a three-year ethnographic study of a business-to-business financial services organisation specialising in vehicle fleet leasing and management services, comprising a review of relevant academic literature; and participant observation, focus group studies, qualitative surveys and document analysis. Besides evaluating loyalty management from a communications perspective, the thesis contributes towards the body of knowledge on Australian organisations from an organisational culture perspective, as well as exploring communication beyond the traditional boundary of within the organisation itself. Unlike most loyalty management approaches, the holistic stance considers other stakeholders besides customers, in detail. The study does not seek to establish validity and generalisability. Rather, the mainly interpretist approach preserves the form and content of human behaviour by detailing descriptions of the concrete experience of life within a particular culture and of the social rules, patterns and perceptions that constitute it. The findings showed that organisational communication has to be integrated and cohesive to enable the effective management of loyalty. Furthermore, the results confirm that the notion of organisational boundaries comprising �internal� and "external" communication is limited. Involved protagonists, acting together from within and external to an organisation, create, sustain and manage meanings through the use of signs and symbols within a particular context to form a unique culture or community. In addition, the notion of loyalty and the creation of value for the consequent success of the organisation is an important and valid perception for most of the stakeholders. For this organisation, the use of ICT and practice of CRM and IMC has varying degrees of impact, mainly enhancing the communication of loyalty. The detraction of value is caused primarily by the fragmentation of communication between the stakeholders, in addition to the existence of sub-cultures with conflicting needs.

<p><strong>Aim of the Thesis:</strong> To investigate the practice of using a CRM strategy in football clubs by comparing earlier successful and unsuccessful CRM implementations by football clubs and study fan relationship theories in a large Swedish football club, thereby presenting guidelines on how to further develop a CRM strategy in a Swedish football club.</p><p> </p><p><strong>Methodology: </strong>A quantitative approach and a qualitative approach have been used, first collecting empirical data on supporter views through a questionnaire further strengthened by gathering empirical data through an interview. The quantitative data has been presented with descriptive statistics and the qualitative data has been analyzed using a realist approach.</p><p> </p><p><strong>Theoretical Perspectives:</strong> A literature review has been conducted and resulted in a theoretical framework illustrating the concepts of benefits and risks with CRM, fan relationship marketing, CRM implementation process, CRM systems in football clubs, and supporter loyalty. A research model, “FRM implementation process” has been developed from the theoretical findings. </p><p> </p><p><strong>Empirical Data: </strong>The quantitative empirical data has been collected by distributing a questionnaire to supporters of AIK Fotboll. The qualitative empirical data has been collected through interviews with the head of sales and marketing within AIK Fotboll AB.</p><p> </p><p><strong>Conclusion</strong>:<strong> </strong>A CRM strategy can benefit Swedish football clubs in areas such as to better capture customer data, better communication between the club and its supporters and provide customized offers as long as the supporters are informed about the changes in strategy. In order for Swedish football clubs to successfully implement a CRM strategy they need to ensure adequate financing and management commitment since an unsuccessful implementation can be devastating to a Swedish football club’s finances.</p>

<p>Researchers and practitioners alike believe it is not until an organization expands their ERP system that they will reap the full benefits of it. The question of how to expand an ERP system beyond its core is investigated in this thesis. It is done by reviewing ERP research and comparing this with empirical data collected in a case study made at a focal company. The focal company is a member of the business network Automation Region. The case describes how the focal company moved from using an ERP system to where they now have an e-procurement system connected to their core ERP and has developed a sales process system which might become their e-commerce system in the future to take control of their supply chain as a whole. It shows how a process thinking view has aided them in putting the customer in focus and incorporating parts of the TQM philosophy. The conclusion reveals that it is crucial to understand and work with processes and there are motives and obstacles to consider when expanding an ERP system. It furthermore uncovers the importance of giving this expansion of the ERP system, the move beyond the core ERP, a proper name such as Extended ERP, eERP. It is important because then, when we understand the eERP fully, we will be ready for the next level of business which may very well be ERP2 or Second Generation ERP which incorporates entire business networks.</p>

<p>Bakgrund: Kunden samt dennes behov och tillfredsställelse är ämnen som varit mål för forskning under de senaste decennierna. Kundfokusering är dock inget nytt utan förekom i diskussionen redan under 50-talet. Idag talas det mycket om CRM, customer relationship management. Många företag säger sig använda CRM men meningarna om vad begreppet egentligen innebär går isär. </p><p>Syfte: Syftet med vår uppsats är att skapa insikt i vilka inslag av CRM som kan urskiljas i ett stort teknikbaserat B-to-B företag. Vidare vill vi bidra till en ökad förståelse för hur CRM kan påverka kundtillfredsställelsen. </p><p>Avgränsningar: Endast ett företag, som vänder sig till andra företag (business- to-business), kommer att studeras. </p><p>Genomförande: Datainsamlingen har skett genom personliga intervjuer med tre anställda på Telia Företag samt fyra av deras kunder. </p><p>Resultat: Vi har i uppsatsen antagit en heltäckande syn på CRM. Utifrån denna syn har vi funnit flera inslag av CRM i vårt fallföretag. Om CRM tillämpades i högre utsträckning skulle kundtillfredsställelsen på många sätt påverkas i positiv riktning.</p>

<p>Research Question/Purpose: Due to environmental legislation, economic influences and increasing concern about the environment among the general public, today’s businesses are becoming more committed to environmental issues. Some enterprises yet have implemented a green strategy. This thesis aims at identifying issues that determine the long-term efficiency of green marketing and how confidence and trust plays a role in order to gain competitive advantage through customer satisfaction and customer retention. The common denominator of both, CRM and green marketing is the creation of confidence, trust and value for customers. So, focus is laid on measures that lend credibility to companies’ green marketing by interviewing experts and observing their opinions about green marketing and eco-labeling.</p><p>Design/Methodology/Approach: Interviews conducted with company professionals from IKEA and Konsum Gävleborg and a member of the municipality in Gävle, as well as findings from secondary sources of the company Nestlé were used to investigate the companies’ ways to respond to environmental concern and how they deal with green issues and ecological responsibility. The interviews provide valuable insights of the success of green marketing depending on the confidence between company and customer.</p><p>Findings: By analyzing the results of the interviews with the literature review, the thesis reveals that environmental responsibility and ecological orientation needs to be based upon the entire business strategy of a company and implemented in its core principles in order to deal effectively and efficiently with this issue.</p><p>Conclusions: Companies respond in different ways to ecological issues, through eco-labeling, cooperation with NGOs and energy-saving production processes. In conclusion, it can be said that the need for customer relationship commitment, trust, confidence and loyalty as a result of satisfaction are as important in customer relationship management as in green marketing, because competitive advantage can be achieved by environment-related activities and motivates companies to go green to promote ecologically sustainable practices.</p><p>Research Limitations/Implications: There is a number of literature focusing on customer relationship management and implications of green issues for business strategy, but there are only a few on green marketing yet and the interaction between green marketing and CRM is missing attention, so far.</p><p>Originality/Value: This work seeks to make a contribution towards bridging the ends of CRM and green marketing. It indicates a relationship between eco-orientation and company performance and implicates, on the basis of the theoretical and empirical findings, that integrating ecological features and good performance in a company is not impossible. Trust and confidence are as important concepts in green marketing as in CRM.</p>

<p>BT is a global company within the lift truck industry. The main office is located in Mjölby. In Europe all sales and service activities are carried out by fully owned sales companies. I North America, BT RAYMOND develop and distribute trucks under a different brand. For the rest of the world BT works together with a distributor network, most of them are fully independent others BT has a small ownership in. BT is today own by TOYOTA material handling.</p><p>This report is a study about BT’s possibilities to start an Electronic Commerce sales channel. At the beginning BT will most likely aim for a pilot project for Electronic Commerce for the Division Hand Trucks. The main reason is that the hand pallet truck is well suited for the web since it is rather standardized. This study can be an embryo for BT Europe to reach new customers who may discover BT’s products on-line. The goal for the future is to cover these customers in a better way and the Internet and Electronic Commerce could be one way of doing just that.</p><p>We are not proposing a turnkey solution to BT. Instead this report aims to increase the knowledge within BT itself in this area. In addition we also try to highlight a number of important areas BT needs to address before an official launch of E-Commerce.</p><p>Since a new on-line sales channel would impose major changes within BT we have also chosen to analyse important factors during a possible implementation phase. Together with our project company we have also decided to explore the CRM perspective with a new channel on the web. There seems to be possibilities for BT to improve their methods in this area and E-Commerce may be one tool to use.</p><p>The authors focus on four important areas in this thesis. These are, Price, Sales and Marketing, Design of EC portal and Logistics. We also show several theoretical models like Key factors during a project process, Business Process Reeingineering and the</p><p>Six-step model. The authors also discuss different forms of data collection methods.</p><p>One key element of this report is the results of the questionnaire given to key people working for BT in Europe. There are also interviews from another company (SECTRA) about organisational change which can give the readers other perspectives in this area.</p><p>At the end of this report (chapter 11) the readers could study our recommendations for BT in the event they will go through with implementing an E-Commerce channel. Those recommendations are summarized in both a long term and a short term perspective</p>

<p>Företag arbetar i dag aktivt med att stärka sina befintliga kundrelationer då det är dessa kunder som renderar störst lönsamhet. CRM– Customer Relation Management är ett vanligt använt begrepp när det gäller att arbeta kundorienterat.</p><p>Företags insikt och kompetens om det förändringsarbete som införandet av ett CRM system innebär är ofta mycket låg vilket medför att upp till 55 procent av alla implementeringar inte når upp till förväntningarna. (Greenberg 2004)</p><p>Syftet med uppsatsen är att, ur ett förändringsperspektiv se var i förändringsprocessen som problem uppstår, hos företag som implementerat CRM.</p><p>Uppsatsen har genomförts som en fallstudie på Exportrådet och Eductus AB med en kvalitativ metodansats. Empirisk data har samlats in genom intervjuer med de ansvariga för införandet av CRM i bägge företagen. Författarna har utgått från en förändringsmodell vilken även legat till grund för utformandet av intervjumallen.</p><p>Resultatet av uppsatsen visar att problemen består av ett antal faktorer som företag måste ta hänsyn till vid införandet av CRM system. De faktorer som författarna funnit vara av central betydelse är ledningens engagemang, rätt form av utbildning, företagskulturen samt kommunikation och information.</p> / <p>Companies work actively today to strengthen their existing customer relations, because these are the customers that are most profitable. CRM– Customer Relation Management is a well known conception when it comes to work customer orientated.</p><p>Companies insight and competence about the organisational change that the introduction of CRM stand for, is extremely low, which brings up to 55 per cent of all implementations to failure. (Greenberg, 2004)</p><p>The purpose of the paper is to see where in the organisational change process, that companies that have implemented CRM have experienced difficulties.</p><p>The paper has been carried out as a case study at Swedish trade and Eductus AB with a qualitative method. The empirical data was assembled through interviews with persons responsible for the introduction of CRM in both companies. The authors have assumed from a organization change model, that has based for the interview guide.</p><p>The result of the paper shows that companies has to consider a number of elements when they implement a CRM system. The elements that the authors have found to be of most interest are, the commitment of the company management, right type of education, the business culture along with communication and information.</p>

<p>Cause-Related Marketing (CRM) is not a completely new phenomenon, yet an idea whose time has truly come. To have commercial organizations cooperate with charity organizations for mutual profit is a "win-win-win" situation. The company gets added value to its brand, the charity organization gets to collect more money that it otherwise wouldn't and the customer gains a feeling that he or she has contributed to the society.</p><p>The purpose of this thesis is to study how a company, in practice, works with CRM marketing. How do they choose which charity organization to work with,what type of product is most appropriate to market with CRM and how is the CRM campaign designed? A theoretical model is then formed to answer these questions, after a thorough research of relevant theory on the subject. Through a qualitative multiple case study we thereafter studied this at three large companies on the Swedish market, ICA, Kellogg's and Lindex.</p><p>Our findings showed that all three companies work very similar with these issues. They cooperate with large well known charity organizations and they think that it's very important that the product and the cause match each other. The products are consistently low involvement products, which is also shown in the theoretical model. The CRM campaign lasts for a shorter period of time and the message is clear so it fast and easy will reach the customers.</p>

<p>Varje dag använder sig miljontals svenskar av någon form av medlems- eller kundklubbskort när de handlar i butik, kontaktar en kundtjäst eller loggar in på ett företags hemsida. Motiven till detta kan förstås vara olika - det kan vara smidigt, lönsamt eller nödvändigt för att överhuvudtaget få den hjälp och service man önskar. För företagen är denna registrering å andra sidan ett effektivt sätt att samla information om sina kunder som ett led i deras lojalitetsskapande arbete mot kund. Tidigare, internationella studier av CRM visar dock på att företagen inte utnyttjar den information de har om kunder för att verkligen styra verksamheten.</p><p>Syftet med denna uppsats är att studera om detta är ett aktuellt problem även bland svenska företag genom en enkätundersökning riktad till CRM- och kundklubbsansvariga vid svenska företag. Denna undersökning har utarbetats utifrån Cuthbertsons tre kriterier för att avgöra om en organisation är kundorienterade eller ej.</p><p>Resultat visar att de flesta företag som deltog i studien inte använder informationen man samlar in från kunderna i någon större utsträckning. Däremot visar resulataten att företag med äldre kundklubbar samt med höga medlemsantal generellt är bättre på att sprida och använda den kunskap som kundklubben samlar in. Skälen till att kundinformation inte används i större utsträckning beror enligt vår analys på frånvaron av fungerande intern infrastrauktur för att sprida inhämtad kunddata, kundklubben har för få medlemmar och låg ålder vilket påverkar dess interna status samt att kundklubben främst betraktas som ett register för riktad marknadsföring snarare än som ett redskap för att styra företagens verksamhet i stort.</p>