CRM System: the Role of Dynamic Capabilities in creating Innovation Capability
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/387 |
Resumo: | 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. |
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CRM System: the Role of Dynamic Capabilities in creating Innovation CapabilitySistema de CRM: o Papel das Capacidades Dinâmicas na Criação das CapacidadesCRMInnovation CapabilityDynamic CapabilitiesCRMCapacidade de InovaçãoCapacidades DinâmicasCustomer 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.Customer Relationship Management (CRM) é um tema discutido principalmente pelas áreas de sistemas de informação e de marketing. Muitas organizações já usam sistemas de CRM. Quando uma empresa utiliza o CRM, desenvolve diferentes capacidades organizacionais e algumas delas levam à inovação. Apesar de já existirem alguns estudos que analisam a criação das capacidades de inovação resultantes da utilização do sistema de CRM, ainda não foi compreendido como essas capacidades são obtidas. O presente artigo procura contribuir com este debate, valendo-se da teoria das capacidades dinâmicas para desenvolver um modelo conceitual que permita compreender como se dá o desenvolvimento das capacidades de inovação por meio da utilização do CRM. A questão de pesquisa que guiou este artigo foi: “Qual o papel das Capacidades Dinâmicas na criação das capacidades de inovação através do uso do sistema de CRM?”. Nós conduzimos um estudo exploratório baseado em entrevistas com especialistas. Os nossos resultados suportam o argumento de que o CRM conduz à inovação por meio das capacidades dinâmicas. De fato, “sensing, seizing e reconfiguring” oportunidades e ameaças no mercado permitem à organização gerar inovação.FUCAPE Business Shool2018-09-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/38710.15728/bbr.2018.15.5.6Brazilian Business Review; Vol. 15 No. 5 (2018): September to October 2018; 494-511Brazilian Business Review; v. 15 n. 5 (2018): Setembro a Outubro de 2018; 494-5111808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/387/591http://www.bbronline.com.br/index.php/bbr/article/view/387/592Copyright (c) 2018 Brazilian Business Reviewhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessPedron, Cristiane DrebesPicoto, Winnie NgColaco, MiguelAraújo, Cintia Cristina2018-10-31T18:03:23Zoai:ojs.pkp.sfu.ca:article/387Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-10-31T18:03:23BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
CRM System: the Role of Dynamic Capabilities in creating Innovation Capability Sistema de CRM: o Papel das Capacidades Dinâmicas na Criação das Capacidades |
title |
CRM System: the Role of Dynamic Capabilities in creating Innovation Capability |
spellingShingle |
CRM System: the Role of Dynamic Capabilities in creating Innovation Capability Pedron, Cristiane Drebes CRM Innovation Capability Dynamic Capabilities CRM Capacidade de Inovação Capacidades Dinâmicas |
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 |
author |
Pedron, Cristiane Drebes |
author_facet |
Pedron, Cristiane Drebes Picoto, Winnie Ng Colaco, Miguel Araújo, Cintia Cristina |
author_role |
author |
author2 |
Picoto, Winnie Ng Colaco, Miguel Araújo, Cintia Cristina |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Pedron, Cristiane Drebes Picoto, Winnie Ng Colaco, Miguel Araújo, Cintia Cristina |
dc.subject.por.fl_str_mv |
CRM Innovation Capability Dynamic Capabilities CRM Capacidade de Inovação Capacidades Dinâmicas |
topic |
CRM Innovation Capability Dynamic Capabilities CRM Capacidade de Inovação Capacidades Dinâmicas |
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. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-09-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/387 10.15728/bbr.2018.15.5.6 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/387 |
identifier_str_mv |
10.15728/bbr.2018.15.5.6 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/387/591 http://www.bbronline.com.br/index.php/bbr/article/view/387/592 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2018 Brazilian Business Review https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2018 Brazilian Business Review https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 15 No. 5 (2018): September to October 2018; 494-511 Brazilian Business Review; v. 15 n. 5 (2018): Setembro a Outubro de 2018; 494-511 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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