Exploring CRM effectiveness : an institutional theory perspective

  title={Exploring CRM effectiveness : an institutional theory perspective},
  author={Bas Hillebrand and Jurriaan J. Nijholt and Edwin J. Nijssen},
This study identifies the potential contribution that institutional theory can make to understanding the success of marketing practices. Based on institutional theory, we argue that the effectiveness of marketing practices decreases when firms are motivated to adopt such practices under the influence of institutional pressures originating in firms’ environments. However, alignment between a practice and a firm’s marketing strategy may buffer against these negative effects. We apply these… CONTINUE READING
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