CRM System: the Role of Dynamic Capabilities in creating Innovation Capability

Customer relationship management (CRM) is a topic discussed, mainly, by information systems and marketing management areas. Many organizations are already using CRM systems. When a company uses CRM, it develops different organizational capabilities some of which lead to innovation. Whilst there are...

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Autores principales:	Cristiane Drebes Pedron, Winnie Ng Picoto, Miguel Colaco, Cintia Cristina Araújo
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2018
Materias:	crm innovation capability dynamic capabilities Business HF5001-6182
Acceso en línea:	https://doaj.org/article/2afd729a18934ea2bc75b179a333c5c2
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id	oai:doaj.org-article:2afd729a18934ea2bc75b179a333c5c2
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spelling	oai:doaj.org-article:2afd729a18934ea2bc75b179a333c5c22021-11-11T15:48:07ZCRM System: the Role of Dynamic Capabilities in creating Innovation Capability1807-734X10.15728/bbr.2018.15.5.6https://doaj.org/article/2afd729a18934ea2bc75b179a333c5c22018-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123057435006https://doaj.org/toc/1807-734XCustomer relationship management (CRM) is a topic discussed, mainly, by information systems and marketing management areas. Many organizations are already using CRM systems. When a company uses CRM, it develops different organizational capabilities some of which lead to innovation. Whilst there are some studies that already analyze the creation of innovation capabilities resulting from the usage of a CRM system, how this is achieved has not been understood. The present study aims to contribute to this debate by building on the dynamic capabilities theory to develop a conceptual model for understanding the innovation capabilities development through CRM usage. The research question that guides this paper is: “What is the role of Dynamic Capabilities in the creation of innovation capabilities through CRM usage?” We conduct an exploratory study based on qualitative experts’ interviews. Our findings support the argument that CRM drives innovation through dynamic capabilities. In fact, by sensing, seizing and reconfiguring market opportunities and threats, CRM allows organizations to generate innovation.Cristiane Drebes PedronWinnie Ng PicotoMiguel ColacoCintia Cristina AraújoFUCAPE Business Schoolarticlecrminnovation capabilitydynamic capabilitiesBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 15, Iss 5, Pp 494-511 (2018)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	crm innovation capability dynamic capabilities Business HF5001-6182
spellingShingle	crm innovation capability dynamic capabilities Business HF5001-6182 Cristiane Drebes Pedron Winnie Ng Picoto Miguel Colaco Cintia Cristina Araújo CRM System: the Role of Dynamic Capabilities in creating Innovation Capability
description	Customer relationship management (CRM) is a topic discussed, mainly, by information systems and marketing management areas. Many organizations are already using CRM systems. When a company uses CRM, it develops different organizational capabilities some of which lead to innovation. Whilst there are some studies that already analyze the creation of innovation capabilities resulting from the usage of a CRM system, how this is achieved has not been understood. The present study aims to contribute to this debate by building on the dynamic capabilities theory to develop a conceptual model for understanding the innovation capabilities development through CRM usage. The research question that guides this paper is: “What is the role of Dynamic Capabilities in the creation of innovation capabilities through CRM usage?” We conduct an exploratory study based on qualitative experts’ interviews. Our findings support the argument that CRM drives innovation through dynamic capabilities. In fact, by sensing, seizing and reconfiguring market opportunities and threats, CRM allows organizations to generate innovation.
format	article
author	Cristiane Drebes Pedron Winnie Ng Picoto Miguel Colaco Cintia Cristina Araújo
author_facet	Cristiane Drebes Pedron Winnie Ng Picoto Miguel Colaco Cintia Cristina Araújo
author_sort	Cristiane Drebes Pedron
title	CRM System: the Role of Dynamic Capabilities in creating Innovation Capability
title_short	CRM System: the Role of Dynamic Capabilities in creating Innovation Capability
title_full	CRM System: the Role of Dynamic Capabilities in creating Innovation Capability
title_fullStr	CRM System: the Role of Dynamic Capabilities in creating Innovation Capability
title_full_unstemmed	CRM System: the Role of Dynamic Capabilities in creating Innovation Capability
title_sort	crm system: the role of dynamic capabilities in creating innovation capability
publisher	FUCAPE Business School
publishDate	2018
url	https://doaj.org/article/2afd729a18934ea2bc75b179a333c5c2
work_keys_str_mv	AT cristianedrebespedron crmsystemtheroleofdynamiccapabilitiesincreatinginnovationcapability AT winniengpicoto crmsystemtheroleofdynamiccapabilitiesincreatinginnovationcapability AT miguelcolaco crmsystemtheroleofdynamiccapabilitiesincreatinginnovationcapability AT cintiacristinaaraujo crmsystemtheroleofdynamiccapabilitiesincreatinginnovationcapability
_version_	1718433880540708864

CRM System: the Role of Dynamic Capabilities in creating Innovation Capability

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