Customer Relationship Management (CRM) linking with Marketing Knowledge (MK) in the electronic sector in Guadalajara, Jalisco, Mexico

José Sánchez Gutiérrez; Daniel Alberto Merin Sigala; Cristina Orta Sandoval

GESTIÓN DEL CONOCIMIENTO Y CREACIÓN DE VALOR

Vol. 3 No. 1 (2009): La competitividad como estrategia en época de crisis ISBN 9789707649538

Customer Relationship Management (CRM) linking with Marketing Knowledge (MK) in the electronic sector in Guadalajara, Jalisco, Mexico

José Sánchez Gutiérrez⁺⁻
Daniel Alberto Merin Sigala⁺⁻
Cristina Orta Sandoval⁺⁻

PDF (Español (España))

Submitted: July 15, 2016
Published: 2009-12-01

Abstract

The main purpose of this study is to analyze the variables that relate Customer Relationship Management (CRM), New Product Development (NPD) and Marketing Knowledge (MK), in the electronic industry of Guadalajara, Jalisco, Mexico. Discover the impact that these factors have in new product development as well as the use of external and internal information on further creations. The analysis was carried out by researching 25 firms of the industry; a MK survey was focused on the CEO´s of the companies. Furthermore, the repercussions of this study in practice are the knowledge about MK structure, product development decisions with a CRM focus, as well as organizational conditions that take part in the process.

References

Anderson, K. & Kerr, C. (2002). Customer Relationship Management. McGraw-Hill, New York.
Anzai, Y., & Simon, H.A. (1979). The theory of learning by doing. Psychology Review, 86, 124-140.
Argrys, C.; & Schoon, D. A. (1978). Organizational Learning: A theory of Action Perspective. Reading, MA: Adison-Wesley.
Bohling, T., Bowman, D., Lavalle, S., Mittal, V., Narayandas, D., Ramani, G., et al. (2006). CRM implementation: Effectiveness issues and insights. Journal of Service Research, 9(2), 184−194.
Boulding, W., Staelin, R., Ehret, M. & Johnston, W.J. (2005). A customer relationship management roadmap: what is known, potential pitfalls, and where to go. Journal of Marketing, 69(4), 155–166.
Brännback, M. (1997). The knowledge-based marketing concept a basis for global business. Human Systems Management, 16, 293-299.
Brewton, J., & Schiemann, W. (2003). Measurement: The missing ingredient in today's CRM strategy. Cost Management, 17(1), 5−14.
Buttle, F. A. (2001). The CRM value chain. Marketing Business, (February), 52 – 55.
Campbell, A. J. (2003). Creating customer knowledge competence: managing customer relationship management programs strategically. Industrial Marketing Management, 32(1), 375-383.
Croteau, A. M. & Li, P. (2003). Critical success factors of CRM Technological Initiatives. Canadian Journal of Administrative Sciences, 20(1), 21–34.
Day, G. (2000). Capabilities for forging customer relationships. Report No. 00 – 118, Cambridge, MA: Marketing Science Institute.
Ernst & Young (2001). Eighth annual special report on technology in banking and financial services. Press Release Archive Canadian Fact Sheet.
Galbreath, J. (1998). Relationship management environments, what kind do you have? What kind should you have?. Credit World, 87(2), 14 - 21.
Goodhue, D. L., Wixom, B. H. & Watson, H. J. (2002). Realizing business benefits through CRM: hitting the right target in the right way. MIS Quarterly Executive, 1(2), 79–94.
Gronroos, C. (1995). Relationship marketing: the strategy continuum. Journal of the Academy of Marketing Science, 23(4), 252 – 254.
Hayes, M. F. & Ref, R. (2003). Partner relationship management: the next generation of the extended enterprise. The Ultimate CRM Handbook. McGraw-Hill, New York, 153–164.
Jayachandran, S., Sharma, S., Kaufman, P. & Raman, P. (2005). The Role of Relational Information Processes and Technology Use in Customer Relationship Management. Journal of Marketing, 69(October), 177–192.
Jutla, D., Craig, J. & Bodorik, P. (2001). Enabling and measuring electronic customer relationship management readiness. Proceedings of the 34th Hawaii International Conference on System Sciences.
Kale, S. H. (2004). CRM failure and the seven deadly sins. Marketing Management, 13(September), 42 - 46.
Kjell, G. (2002). Is marketing knowledge useful? European Journal of Marketing. 36(3), 364-372.
Kotler, P. (1997). Marketing Management: Analysis, Planning and Control. 9th Ed. Eagle Wood Cliffs, NJ., Prentice-Hall.
Lewington, J., De Chernatony, L. & Brown, A. (1996). Harnessing the power of database marketing. Journal of Marketing Management, 12(4), 329–346.
Li, T., & Calantone, R. J. (1998). The impact of market knowledge competence on new product advantage: Conceptualization and empirical examination. Journal of Marketing, 62(October), 13 – 29.
Lindgreen, A., Palmer, R., Vanhamme, J., & Wouters, J. (2006). A relationship-management assessment tool: Questioning, identifying, and prioritizing critical aspects of customer relationships. Industrial Marketing Management, 35(1), 57−71.
Maselli, J. (2001). People problems. Information Week, 9(July): 35 - 42.
Mithas, S., Krishnan, M.S. & Fornell, C. (2005). Why do customer relationship management applications affect customer satisfaction?. Journal of Marketing, 69(4), 201–209.
Morgan, R. E. (2004). Market-Based Organizational Learning-Theoretical Reflections and Conceptual Insights. Journal of Marketing Management, 20 (1-2), 67-103.
Morgan, R. M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20−38.
Nykamp, M. (2001). The Customer Differential: The Complete Guide to Implementing Customer Relationship Management. New York : American Management Association,.
Pan, S. L. & Lee, J. N. (2003). Using e-CRM for a unified view of the customer. Communications of the ACM, 46(4), 95.
Parvatiyar, A. & Sheth, J. N. (2001). Customer relationship management: emerging practice, process, and discipline. Journal of Economic and Social Research, 3(2), 1–34.
Payne, A. & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(October), 167-176.
Payne, A. & Frow, P. (2006). Customer relationship management: From strategy to implementation. Journal of Marketing Management, 22(1), 135 - 168.
Peppers, D. & Rogers, M. (1993). The One to One Future. New York: Dell Publishing Group. .
Peppers, D., Rogers, M. & Dorf, B. (1999). Is your company ready for one-to-one marketing?. Harvard Business Review, 77(1), 151–160.
Perkins S. W. (1993). The effects of Experience and Education on the Organization of Marketing Knowledge. Psychology & Marketing, 10, 169-179.
Puschmann, T. & Alt, R. (2001). Customer relationship management in the pharmaceutical industry. Proceedings of the 34th Hawaii International Conference on System Science.
Raman, P., Wittmann, C. M. & Rauseo, N. A. (2006). Leveraging CRM for sales: The role of organizational capabilities in successful CRM implementation. Journal of Personal Selling & Sales Management, 26(1), 39-53.
Reinartz, W., Krafft, M. & Hoyer, W. D. (2004). The Customer Relationship Management Process: Its Measurement and Impact on Performance. Journal of Market Research, 41(3), 293–305.
Rigby, D. K., Reichheld, F. F. & Schefter, P. (2002). Avoid the four perils of CRM. Harvard Business Review, 80(2), 101−109.
Robinson, L., Marshall, G. W. & Stamps, M. B. (2005). Sales Force Use of Technology: Antecedents to Technology Acceptance. Journal of Business Research, 58(12), 1623–1631.
Rosch, E., Mervis, C.B., Gray, W.D., Johnson, D.M., & Boyes-Brean, P. (1976). Basic objects in natural categories. Cognitive Psychology, 8(July), 382-439.
Ryals, L. & Payne, A. (2001). Customer relationship management in financial services: Towards information-enabled relationship marketing. Journal of Strategic Marketing, 9(1), 3−27.
Schultz, D. E. (2000). Learn to differentiate CRM's two faces. Marketing News, 34(24), 11.
Sinkula, J. M. (1994). Market Information Processing and Organizational Learning. Journal of Marketing, 58(January), 35-45.
Sirivastava, R. K., Shervani, T. A. & Fahey, L. (1999). Marketing, business process, and shareholder value: An organizationally embedded view of marketing activities and the discipline of marketing. Journal of Marketing, 69(4), 168 -179.
Slater, S. F. & Narver, J. C. (1995). Market orientation and the learning organization. Journal of Marketing, 59(3), 63−74.
Swift, R.S. ( 2001). Accelerating Customer Relationships. Englewood Cliffs, NJ.: Prentice-Hall.
Tseng, Y. M. (2006). International Strategies and Knowledge Transfer Experiences of MNC´s Taiwanese Subsidiaries. Journal of American Academy of Business, 8(2), 120-125.
Webster, F. Jr. (1992). The changing role of marketing in the corporation. Journal of Marketing, 56(October), 1– 17.
Wilson, D. (2002). An Integrated Model of Buyer-Seller relationship. Journal of Academy of Marketing Science, 23(1), 335–345.
Wilson, H., Daniel, E., &McDonald, M. (2002). Factors for success in customer relationship management (CRM) systems. Journal of Marketing Management, 18(1,2) 193–219.
Winer, R. S. (2001). A framework for customer relationship management. California Management Review, 43(4), 89–105.
Wright, M. & Ashill, N. (1996). A Contingency Model of Marketing Information. European Journal of Marketing, 32(1,2), 125-144.
Zablah, A. R., Bellenger, D. N., & Johnston, W. J. (2004). An evaluation of divergent perspectives on customer relationship management: Towards a common under- standing of an emerging phenomenon. Industrial Marketing Management, 33(6), 475−489
Zeleny, M. (1989). Knowledge as a new form of capital: Division and reintegration of Knowledge. Human Systems Management, 8, 129-143.
Žvireliene, R. (2006). Management of the vehicle trading company relationship with consumers and suppliers. Summary of Doctoral Dissertation, Kaunas, KTU.
Gartner Group (2003). CRM success lies in strategy and implementation. Retrieve august 7/2009. Available at http://www.gartner.com

Keywords

Customer relationship management
marketing knowledge
innovation
product development.

How to Cite

Sánchez Gutiérrez, J., Merin Sigala, D. A., & Orta Sandoval, C. (2009). Customer Relationship Management (CRM) linking with Marketing Knowledge (MK) in the electronic sector in Guadalajara, Jalisco, Mexico. Repositorio De La Red Internacional De Investigadores En Competitividad, 3(1). Retrieved from https://riico.net/index.php/riico/article/view/929

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[1] Anderson, K. & Kerr, C. (2002). Customer Relationship Management. McGraw-Hill, New York.

[2] Anzai, Y., & Simon, H.A. (1979). The theory of learning by doing. Psychology Review, 86, 124-140.

[3] Argrys, C.; & Schoon, D. A. (1978). Organizational Learning: A theory of Action Perspective. Reading, MA: Adison-Wesley.

[4] Bohling, T., Bowman, D., Lavalle, S., Mittal, V., Narayandas, D., Ramani, G., et al. (2006). CRM implementation: Effectiveness issues and insights. Journal of Service Research, 9(2), 184−194.

[5] Boulding, W., Staelin, R., Ehret, M. & Johnston, W.J. (2005). A customer relationship management roadmap: what is known, potential pitfalls, and where to go. Journal of Marketing, 69(4), 155–166.

[6] Brännback, M. (1997). The knowledge-based marketing concept a basis for global business. Human Systems Management, 16, 293-299.

[7] Brewton, J., & Schiemann, W. (2003). Measurement: The missing ingredient in today's CRM strategy. Cost Management, 17(1), 5−14.

[8] Buttle, F. A. (2001). The CRM value chain. Marketing Business, (February), 52 – 55.

[9] Campbell, A. J. (2003). Creating customer knowledge competence: managing customer relationship management programs strategically. Industrial Marketing Management, 32(1), 375-383.

[10] Croteau, A. M. & Li, P. (2003). Critical success factors of CRM Technological Initiatives. Canadian Journal of Administrative Sciences, 20(1), 21–34.

[11] Day, G. (2000). Capabilities for forging customer relationships. Report No. 00 – 118, Cambridge, MA: Marketing Science Institute.

[12] Ernst & Young (2001). Eighth annual special report on technology in banking and financial services. Press Release Archive Canadian Fact Sheet.

[13] Galbreath, J. (1998). Relationship management environments, what kind do you have? What kind should you have?. Credit World, 87(2), 14 - 21.

[14] Goodhue, D. L., Wixom, B. H. & Watson, H. J. (2002). Realizing business benefits through CRM: hitting the right target in the right way. MIS Quarterly Executive, 1(2), 79–94.

[15] Gronroos, C. (1995). Relationship marketing: the strategy continuum. Journal of the Academy of Marketing Science, 23(4), 252 – 254.

[16] Hayes, M. F. & Ref, R. (2003). Partner relationship management: the next generation of the extended enterprise. The Ultimate CRM Handbook. McGraw-Hill, New York, 153–164.

[17] Jayachandran, S., Sharma, S., Kaufman, P. & Raman, P. (2005). The Role of Relational Information Processes and Technology Use in Customer Relationship Management. Journal of Marketing, 69(October), 177–192.

[18] Jutla, D., Craig, J. & Bodorik, P. (2001). Enabling and measuring electronic customer relationship management readiness. Proceedings of the 34th Hawaii International Conference on System Sciences.

[19] Kale, S. H. (2004). CRM failure and the seven deadly sins. Marketing Management, 13(September), 42 - 46.

[20] Kjell, G. (2002). Is marketing knowledge useful? European Journal of Marketing. 36(3), 364-372.

[21] Kotler, P. (1997). Marketing Management: Analysis, Planning and Control. 9th Ed. Eagle Wood Cliffs, NJ., Prentice-Hall.

[22] Lewington, J., De Chernatony, L. & Brown, A. (1996). Harnessing the power of database marketing. Journal of Marketing Management, 12(4), 329–346.

[23] Li, T., & Calantone, R. J. (1998). The impact of market knowledge competence on new product advantage: Conceptualization and empirical examination. Journal of Marketing, 62(October), 13 – 29.

[24] Lindgreen, A., Palmer, R., Vanhamme, J., & Wouters, J. (2006). A relationship-management assessment tool: Questioning, identifying, and prioritizing critical aspects of customer relationships. Industrial Marketing Management, 35(1), 57−71.

[25] Maselli, J. (2001). People problems. Information Week, 9(July): 35 - 42.

[26] Mithas, S., Krishnan, M.S. & Fornell, C. (2005). Why do customer relationship management applications affect customer satisfaction?. Journal of Marketing, 69(4), 201–209.

[27] Morgan, R. E. (2004). Market-Based Organizational Learning-Theoretical Reflections and Conceptual Insights. Journal of Marketing Management, 20 (1-2), 67-103.

[28] Morgan, R. M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20−38.

[29] Nykamp, M. (2001). The Customer Differential: The Complete Guide to Implementing Customer Relationship Management. New York : American Management Association,.

[30] Pan, S. L. & Lee, J. N. (2003). Using e-CRM for a unified view of the customer. Communications of the ACM, 46(4), 95.

[31] Parvatiyar, A. & Sheth, J. N. (2001). Customer relationship management: emerging practice, process, and discipline. Journal of Economic and Social Research, 3(2), 1–34.

[33] Payne, A. & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(October), 167-176.

[35] Payne, A. & Frow, P. (2006). Customer relationship management: From strategy to implementation. Journal of Marketing Management, 22(1), 135 - 168.

[36] Peppers, D. & Rogers, M. (1993). The One to One Future. New York: Dell Publishing Group. .

[37] Peppers, D., Rogers, M. & Dorf, B. (1999). Is your company ready for one-to-one marketing?. Harvard Business Review, 77(1), 151–160.

[38] Perkins S. W. (1993). The effects of Experience and Education on the Organization of Marketing Knowledge. Psychology & Marketing, 10, 169-179.

[40] Puschmann, T. & Alt, R. (2001). Customer relationship management in the pharmaceutical industry. Proceedings of the 34th Hawaii International Conference on System Science.

[41] Raman, P., Wittmann, C. M. & Rauseo, N. A. (2006). Leveraging CRM for sales: The role of organizational capabilities in successful CRM implementation. Journal of Personal Selling & Sales Management, 26(1), 39-53.

[42] Reinartz, W., Krafft, M. & Hoyer, W. D. (2004). The Customer Relationship Management Process: Its Measurement and Impact on Performance. Journal of Market Research, 41(3), 293–305.

[43] Rigby, D. K., Reichheld, F. F. & Schefter, P. (2002). Avoid the four perils of CRM. Harvard Business Review, 80(2), 101−109.

[44] Robinson, L., Marshall, G. W. & Stamps, M. B. (2005). Sales Force Use of Technology: Antecedents to Technology Acceptance. Journal of Business Research, 58(12), 1623–1631.

[45] Rosch, E., Mervis, C.B., Gray, W.D., Johnson, D.M., & Boyes-Brean, P. (1976). Basic objects in natural categories. Cognitive Psychology, 8(July), 382-439.

[47] Ryals, L. & Payne, A. (2001). Customer relationship management in financial services: Towards information-enabled relationship marketing. Journal of Strategic Marketing, 9(1), 3−27.

[48] Schultz, D. E. (2000). Learn to differentiate CRM's two faces. Marketing News, 34(24), 11.

[49] Sinkula, J. M. (1994). Market Information Processing and Organizational Learning. Journal of Marketing, 58(January), 35-45.

[50] Sirivastava, R. K., Shervani, T. A. & Fahey, L. (1999). Marketing, business process, and shareholder value: An organizationally embedded view of marketing activities and the discipline of marketing. Journal of Marketing, 69(4), 168 -179.

[51] Slater, S. F. & Narver, J. C. (1995). Market orientation and the learning organization. Journal of Marketing, 59(3), 63−74.

[52] Swift, R.S. ( 2001). Accelerating Customer Relationships. Englewood Cliffs, NJ.: Prentice-Hall.

[53] Tseng, Y. M. (2006). International Strategies and Knowledge Transfer Experiences of MNC´s Taiwanese Subsidiaries. Journal of American Academy of Business, 8(2), 120-125.

[54] Webster, F. Jr. (1992). The changing role of marketing in the corporation. Journal of Marketing, 56(October), 1– 17.

[55] Wilson, D. (2002). An Integrated Model of Buyer-Seller relationship. Journal of Academy of Marketing Science, 23(1), 335–345.

[56] Wilson, H., Daniel, E., &McDonald, M. (2002). Factors for success in customer relationship management (CRM) systems. Journal of Marketing Management, 18(1,2) 193–219.

[57] Winer, R. S. (2001). A framework for customer relationship management. California Management Review, 43(4), 89–105.

[58] Wright, M. & Ashill, N. (1996). A Contingency Model of Marketing Information. European Journal of Marketing, 32(1,2), 125-144.

[59] Zablah, A. R., Bellenger, D. N., & Johnston, W. J. (2004). An evaluation of divergent perspectives on customer relationship management: Towards a common under- standing of an emerging phenomenon. Industrial Marketing Management, 33(6), 475−489

[60] Zeleny, M. (1989). Knowledge as a new form of capital: Division and reintegration of Knowledge. Human Systems Management, 8, 129-143.

[61] Žvireliene, R. (2006). Management of the vehicle trading company relationship with consumers and suppliers. Summary of Doctoral Dissertation, Kaunas, KTU.

[62] Gartner Group (2003). CRM success lies in strategy and implementation. Retrieve august 7/2009. Available at http://www.gartner.com

Abstract

References

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