Successful organisations are characterised by how they change their organisational practices in response to the external environment. This paper considers how CRM supports this process, focusing on the dynamics of strategy, information systems and staff empowerment. We report the findings of an empirical study of CRM adoption by financial services firms in Brazil. The study shows that improved organisational responsiveness is enabled by a ‘strategy-technology-staff empowerment’ pathway, rather than by the common ‘strategy-technology’ initiative adopted by many firms.
|Title of host publication||British Academy of Management Conference Proceedings|
|Place of Publication||Liverpool|
|Publisher||British Academy of Management (BAM)|
|Publication status||Published - 1 Jan 2013|