CRM for Innovation in European Companies

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Author(s): Carolina López-Nicolás (University of Murcia, Spain)and Francisco-José Molina-Castillo (University of Murcia, Spain)
Copyright: 2012
Pages: 11
Source title: Customer Relationship Management and the Social and Semantic Web: Enabling Cliens Conexus
Source Author(s)/Editor(s): Ricardo Colomo-Palacios (Østfold University College, Norway), João Varajão (University of Trás-os-Montes e Alto Douro, Portugal)and Pedro Soto-Acosta (University of Murcia, Spain)
DOI: 10.4018/978-1-61350-044-6.ch005

Keywords: Business & Management / Business Science Reference / Consumer Management / E-Commerce

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Abstract

In recent years, customer relationship management (CRM) has been a topic of the utmost importance for scholars and managers. Literature suggests, however, that it is difficult to demonstrate both tangible returns and also intangible attributes of these benefits, such as innovation derived from the use of CRM. The aim of the chapter is to analyze the implementation of CRM and its influence on a firm’s ability for innovation. Literature on CRM and innovation is reviewed and a theoretical model is proposed. Research findings from a sample of European companies prove that CRM is beneficial for innovation in many countries. However, there were no conclusive results from other countries. These findings have important implications in assisting organizations in their CRM initiatives for managing customer knowledge and enhancing innovation.

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