Once this data is captured, the third objective of building an equilibrium-based model that conceptually defines the relationship of companies who chose to invest from a strategy standpoint over those that were functionally-driven and the differences in profitability as a result. This model will also be used as the basis of creating a four-step maturity model that will attempt to show how over time strategy-based implementations are more effective at creating collaboration within and between firms choosing this approach.
Benefits
The most significant benefit of this study is determining what factors contribute to the success or failure of CRM systems, taking into account implementation planning and strategies to mitigate resistance to change. The success or failure of CRM system implementations is often with the area of change management and alignment of these systems to business strategies (Foss, Stone, Ekinci, 2008). The proposed research will show through an equilibrium model and maturity model how best to manage CRM systems implementations.
Structure
The structure of the proposed dissertation will be aligning with ISM guidelines including literature review, theory, methodology, analysis and conclusions.
Methodology
The methodology will be entirely based on secondary research as the sampling frame will be publically held companies who have recently implemented CRM systems in the last five years. Statistical Package for the Social Sciences (SPSS) will be used for analyzing the data.
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