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

Detalhes bibliográficos
Autor(a) principal: Pedron, Cristiane Drebes
Data de Publicação: 2018
Outros Autores: Picoto, Winnie Ng, Colaco, Miguel, Araújo, Cintia Cristina
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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spelling 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)
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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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