Dynamic capabilities: the missing link in CRM investments
| dc.contributor.author | Maklan, Stan | - |
| dc.contributor.author | Knox, Simon | - |
| dc.date.accessioned | 2011-05-17T23:45:44Z | |
| dc.date.available | 2011-05-17T23:45:44Z | |
| dc.date.issued | 2009-12-01T00:00:00Z | - |
| dc.description.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 | en_UK |
| dc.identifier.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 | en_UK |
| dc.identifier.issn | 0309-0566 | - |
| dc.identifier.uri | http://dx.doi.org/10.1108/03090560910989957 | - |
| dc.identifier.uri | http://dspace.lib.cranfield.ac.uk/handle/1826/4236 | |
| dc.language.iso | en_UK | en_UK |
| dc.publisher | Emerald Group Publishing Limited | en_UK |
| dc.subject | Buyer-seller relationships | en_UK |
| dc.subject | Consumer marketing | en_UK |
| dc.subject | Customer satisfaction | en_UK |
| dc.subject | Customer service management | en_UK |
| dc.subject | Process analysis | en_UK |
| dc.title | Dynamic capabilities: the missing link in CRM investments | en_UK |
| dc.type | Article | en_UK |