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

Contrasting the research findings against the CRM literature The CRM literature pays particular attention to the organizational factors linked with CRM success, with theexception of recently published work by Hillebrand, Nijholt and Nijssen, (2011) that looks at institutionalfactors only. Our study focuses on both the organizational and institutional factors. The resource-based view appears to be the dominant theory used for studies on CRM. This can beunderstood as most of the CRM researches have focused on organizational factors. Moreover, the dearth ofCRM research in emerging markets may explain why researchers have not focused on the context andculture. Our study has focused on the institutional theory as the overarching theory whilst still incorporatingother theories such as CCT. With regards to organizational factors, most factors identified in the research in South Africa were consistentwith what we found in the literature. However, the applicability of some of these factors were different inthe South African context. The table below provides a summary of factors that were consistent andinconsistent with other industrialized markets.