Crm Systems in Industrial Companies ― Intra- and Inter-organizational Effects

CRM Systems in Industrial Companies contributes new knowledge on Customer Relationship Management (CRM) in the field of industrial marketing. Based on an in-depth case study, this book highlights the complexity and challenges in the development, implementation and use of CRM. This book proposes an alternative conceptualization of CRM: relying on the industrial marketing and purchasing (IMP) perspective, CRM becomes a socio-technical "resource" which needs to be connected to the other resources before it can create effects on customer relationships. Featuring an extensive case study of an internally developed CRM system, the book unveils the non-linear and unpredictable nature of implementing and using CRM. Having installed the CRM system is no guarantee that it will be utilized and create effects on customer relationships. As this book demonstrates, CRM can contribute value only if it becomes interfaced with individual users, and with intra- and inter- organizational context of use. More precisely, in order to produce positive effects, CRM has to match the individual user's specific information needs and attitude toward IT; it has to be supported by high internal coordination between organizational units; and it has to match the history and logic of the external relationships to which it applied. By highlighting these demanding conditions, this book reveals how truly challenging it is to extract value from CRM systems.

Andrea Perna is a researcher in Industrial Marketing at the Department of Engineering Sciences, Uppsala University, Sweden, and at the Department of Business Studies Polytechnic University of Marche, Italy. His research interests include CRM, new business formation, and innovation in B2B markets. He has published in the Journal of Business Research and Industrial Marketing Management.


Enrico Baraldi is Full Professor of Industrial Engineering and Management at the Department of Engineering Sciences, Uppsala University, Sweden. His research interests include industrial networks, innovation management, business strategies, science and technology sciences, and academic entrepreneurship. He has published in the California Management Review, Journal of Business Research, Industrial Marketing Management Technovation and Management Decision.