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| Author: | Maklan, S. Knox, S. |
| Title: | Dynamic capabilities: the missing link in CRM investments |
| Journal: | European Journal of Marketing
2009 : VOL. 43:11/12, p. 1392-1410 |
| Index terms: | customer relationship management (CRM) |
| Freeterms: | customer service management buyer-seller relationships consumer marketing customer satisfaction process analysis |
| Language: | eng |
| Abstract: | The article illustrates the practical application of dynamic capabilities (here as: d.c.) theory to improve investment decisions in customer relationship management (CRM). It is argued that companies have invested heavily in CRM resources but not enough in the d.c. that are required in selecting, developing and deploying of these resources. This seems to occur because the d.c. are difficult to identify and manage. The findings of this study are related to the nature of d.c. in the field of marketing and how they are managed. |
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