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| Author: | Peltier, J.W. Schibrowsky, J.A. Zhao, Y. |
| Title: | Understanding the antecedents to the adoption of CRM technology by small retailers: entrepreneurs vs owner-managers |
| Journal: | International Small Business Journal
2009 : JUN, VOL. 27:3, p. 307-336 |
| Index terms: | customer relationship management (CRM) innovation diffusion entrepreneurship environment information technology small business retailing markets |
| Freeterms: | relative advantage models |
| Language: | eng |
| Abstract: | A strategic opportunity for better understanding of customers is provided by customer relationship management (CRM) technology. This exploratory study examines the factors influencing the adoption of CRM technology by small entrepreneurial retail firms. A key premise is that 'entrepreneurial' retail store owners can be differentiated from 'owner-managers' through their adoption of CRM. Using a sample of over 380 small hardware retailers responding to a mail questionnaire, a preliminary model is developed and tested. It is shown that CRM adopters had a greater risk orientation, a higher product class knowledge, saw a stronger relative advantage,...,and had a more open business change orientation. |
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