Disciplined execution of CRM Strategy
Grant
Overview
abstract
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The phenomenon of disciplined execution (DE) of CRM strategies -; the focus of this study -; is a new and novel dimension of strategy that is not captured by traditional conceptualizations of marketing strategy and implementation (Varadarajan 2010; Varadararjan 2014; Kozlenkova et al. 2014), like juxtapositions of exploitation versus exploration, service efficiency versus customer intimacy, or mass market versus niche market comparisons. DE is a novel and distinctive dimension of marketing strategy that provides the bridge between the selection of a new strategy by the senior management team and the ongoing execution of that strategy in conjunction with the other marketing strategies already at work for the firm. Consequently, the way CRM teams build disciplined approaches to encounter, process, respond to, and execute a new strategy is more influential to its success than the collective knowledge and experience level of the team members. Thus, refinements of the measurement of DE warrant greater exploration and evaluation.The sampling frame for this study includes CRM teams working in the financial advisory industry throughout the US. All prospective respondents invited to participate in the survey research were confirmed to be part of a CRM team and to have more than one full year working with their respective team and firm. Due to the intimate nature of interviews and surveys concerning teamwork and relationships between team-members, in-person or telephone invitations are usually required to secure cooperation, and firm visits are the best way to secure both survey responses and archival data needed for the analysis.
date/time interval
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January 2018 - January 2019
awarded by