Website
https://dataportal.arc.gov.au/NCGP/API/grants/LP0453892
Funding Status
Closed
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Funded Activity Summary
A Protocol for Customer Relationship Management Implementation and Evaluation. In 2001, companies worldwide invested US$20 billion (US$125 billion by 2004) in Customer Relationship Management (CRM). Despite the magnitude of this investment, the general consensus among practitioners is that most CRM systems have failed to live up to expectations. This is somewhat alarming, given that the theoretical underpinnings of relationship management are both well developed and intuitively sound. This project investigates the contradiction between relationship theory and CRM practice. It will identify and synthesise critical factors in the success or failure of attempts to implement CRM as a preliminary stage to developing a protocol for successful CRM implementation and evaluation.Funded Activity Details
Start Date: 06-2004
End Date: 12-2008
Funding Scheme: Linkage Projects
Funding Amount: $116,229.00
Funder: Australian Research Council
Research Topics
ANZSRC Field of Research (FoR)
Electronic Commerce | Marketing And Market Research | Marketing
ANZSRC Socio-Economic Objective (SEO)
Marketing | Productivity | Management |
