haku: @freeterm SMEs / yhteensä: 8
viite: 5 / 8
| Tekijä: | Morabito, V. Pace, S. Previtali, P. |
| Otsikko: | ERP marketing and Italian SMEs |
| Lehti: | European Management Journal
2005 : OCT, VOL. 23:5, p. 590 598 |
| Asiasana: | marketing sales Italy |
| Vapaa asiasana: | smes enterprise resource planning processes |
| Kieli: | eng |
| Tiivistelmä: | The authors have taken not so common approach to Enterprise Resource Planning (ERP); they are not considering the impacts of the adoption of ERP in an organization or the ways to manage this adoption. On the contrary, the article concentrates on the marketing activities and marketing approaches of ERP vendors. This way it is possible to develop new ideas about the success or failure of the adoption of ERP. A study of about 150 implementations of ERP in Italian SMEs is introduced. The results show how the marketing competencies of ERP vendors are not fully advanced. The vendors are not taking advantage of the market potential fully. Vendors are also reluctant to include partners from the network in the sales process, although this is common to B2B-marketing. The authors conclude how part of the success and diffusion of ERP is clearly determined by the marketing abilities of the ERP vendors. |
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