Dynamic capabilities: the missing link in CRM investments

Date published

2009-12-01T00:00:00Z

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Publisher

Emerald Group Publishing Limited

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Type

Article

ISSN

0309-0566

Format

Citation

Stan Maklan and Simon Knox, Dynamic capabilities: the missing link in CRM investments, European Journal of Marketing, 2009, Volume 43, Issue 11/12, Pages 1392-1410

Abstract

The purpose of this paper is to illustrate the practical application of dynamic capabilities theory to improve investment decisions in customer relationship management (CRM). Design/methodology/approach – Action research (AR) allows managers to raise the tacit knowledge of their dynamic capabilities to a level where they can be identified and developed. A framework and a process for managing dynamic capabilities in marketing are presented. Findings – The findings relate to the nature of dynamic capabilities in marketing and how they are managed. Practical implications – Marketing managers can improve the return on investments in CRM. Originality/value – The paper presents a method for applying dynamic capabilities drawn from the resource-based view (RBV) to practical marketing p

Description

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Software Language

Github

Keywords

Buyer-seller relationships, Consumer marketing, Customer satisfaction, Customer service management, Process analysis

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