Problem Discussion: CRM has a growing trend of popularity in recent years within the multinational industrial companies, but at the same time; CRM initiatives achieved high failure rates to the point that it has become more common for CRM implementations to fail than to succeed. Thus as a result, the majority of companies fail to achieve CRM Impact in their organizations. Research Question: Which basic elements are important to achieve CRM Impact within the chosen multinational industrial companies? Purpose: The thesis aims to describe and analyze CRM Impact within the chosen multinational industrial companies, by using the chosen theoretical framework. Methodology: Several company experiences are investigated through an exploratory qualitative investigation, and then analyzed with the help of theoretical framework. Conclusion: Authors have found that the most important basic elements to achieve CRM Impact within the chosen multinational industrial companies are: a supportive top management, and well-established knowledge management capabilities.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-12699 |
| Date | January 2010 |
| Creators | Yayintas, Hakan, Bjelevac, Jasmina |
| Publisher | Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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