CRM System: the Role of Dynamic Capabilities in creating Innovation Capability
Customer relationship management (CRM) is a topic discussed, mainly, by information systems and marketing management areas. Many organizations are already using CRM systems. When a company uses CRM, it develops different organizational capabilities some of which lead to innovation. Whilst there are...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2018-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123057435006 |
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| _version_ | 1825207244460916736 |
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| author | Cristiane Drebes Pedron Winnie Ng Picoto Miguel Colaco Cintia Cristina Araújo |
| author_facet | Cristiane Drebes Pedron Winnie Ng Picoto Miguel Colaco Cintia Cristina Araújo |
| author_sort | Cristiane Drebes Pedron |
| collection | DOAJ |
| description | Customer relationship management (CRM) is a topic discussed, mainly, by information systems and marketing management areas. Many organizations are already using CRM systems. When a company uses CRM, it develops different organizational capabilities some of which lead to innovation. Whilst there are some studies that already analyze the creation of innovation capabilities resulting from the usage of a CRM system, how this is achieved has not been understood. The present study aims to contribute to this debate by building on the dynamic capabilities theory to develop a conceptual model for understanding the innovation capabilities development through CRM usage. The research question that guides this paper is: “What is the role of Dynamic Capabilities in the creation of innovation capabilities through CRM usage?” We conduct an exploratory study based on qualitative experts’ interviews. Our findings support the argument that CRM drives innovation through dynamic capabilities. In fact, by sensing, seizing and reconfiguring market opportunities and threats, CRM allows organizations to generate innovation. |
| format | Article |
| id | doaj-art-2afd729a18934ea2bc75b179a333c5c2 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2018-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-2afd729a18934ea2bc75b179a333c5c22025-02-06T23:39:32ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2018-01-0115549451110.15728/bbr.2018.15.5.6CRM System: the Role of Dynamic Capabilities in creating Innovation CapabilityCristiane Drebes PedronWinnie Ng PicotoMiguel ColacoCintia Cristina AraújoCustomer relationship management (CRM) is a topic discussed, mainly, by information systems and marketing management areas. Many organizations are already using CRM systems. When a company uses CRM, it develops different organizational capabilities some of which lead to innovation. Whilst there are some studies that already analyze the creation of innovation capabilities resulting from the usage of a CRM system, how this is achieved has not been understood. The present study aims to contribute to this debate by building on the dynamic capabilities theory to develop a conceptual model for understanding the innovation capabilities development through CRM usage. The research question that guides this paper is: “What is the role of Dynamic Capabilities in the creation of innovation capabilities through CRM usage?” We conduct an exploratory study based on qualitative experts’ interviews. Our findings support the argument that CRM drives innovation through dynamic capabilities. In fact, by sensing, seizing and reconfiguring market opportunities and threats, CRM allows organizations to generate innovation.http://www.redalyc.org/articulo.oa?id=123057435006crminnovation capabilitydynamic capabilities |
| spellingShingle | Cristiane Drebes Pedron Winnie Ng Picoto Miguel Colaco Cintia Cristina Araújo CRM System: the Role of Dynamic Capabilities in creating Innovation Capability BBR: Brazilian Business Review crm innovation capability dynamic capabilities |
| title | CRM System: the Role of Dynamic Capabilities in creating Innovation Capability |
| title_full | CRM System: the Role of Dynamic Capabilities in creating Innovation Capability |
| title_fullStr | CRM System: the Role of Dynamic Capabilities in creating Innovation Capability |
| title_full_unstemmed | CRM System: the Role of Dynamic Capabilities in creating Innovation Capability |
| title_short | CRM System: the Role of Dynamic Capabilities in creating Innovation Capability |
| title_sort | crm system the role of dynamic capabilities in creating innovation capability |
| topic | crm innovation capability dynamic capabilities |
| url | http://www.redalyc.org/articulo.oa?id=123057435006 |
| work_keys_str_mv | AT cristianedrebespedron crmsystemtheroleofdynamiccapabilitiesincreatinginnovationcapability AT winniengpicoto crmsystemtheroleofdynamiccapabilitiesincreatinginnovationcapability AT miguelcolaco crmsystemtheroleofdynamiccapabilitiesincreatinginnovationcapability AT cintiacristinaaraujo crmsystemtheroleofdynamiccapabilitiesincreatinginnovationcapability |