Editorial: The role of CRM in changing and facilitating competitive advantage

  title={Editorial: The role of CRM in changing and facilitating competitive advantage},
  author={Keith Fletcher},
  journal={Journal of Database Marketing \& Customer Strategy Management},
  • K. Fletcher
  • Published 1 March 2002
  • Business
  • Journal of Database Marketing & Customer Strategy Management
technology causing unexpected difficulties, or are human and organisational problems causing difficulties in planning and integration? My own research has shown that the reasons behind a positive adoption decision were conceptually different from usage, with firms’ perceptions of barriers and constraints to customer relationship management (CRM) deployment changing as they gained experience of applications. Thus a system or process which might be suitable for bringing a company to a position… 

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