Index of Paper Presentations for the Parallel Sessions - Academy of ...

The discourse on CRM has made a tremendous contribution to the antecedents of CRM success in industrializedmarkets. A review of twenty CRM papers published between 2002 and 2012 on CRM in high income, industrializedmarkets, reveals that there are fundamental CRM practices that must be in place in an organization if it wants toachieve success. The following 9 factors are undisputedly at the top of the list and include: Shared vision, executivebuy-in, sound project management, interdepartmental cooperation, Information systems technology integration,change management and training, internal stakeholder engagement, business process re-engineering and CRMmeasures. The spider diagram below provides a visual representation of these factors identified in industrializedmarkets.Studies examining the determinants of CRM success in emerging markets have yielded mixed results.In their assessment of country effects on CRM success, Sharma and Iyer (2011) contend that the success of CRMstrategies in international markets depends on the level of a country‘s infrastructure development and its marketing