Driving Customer Relationship Management Performance: The Role of Knowledge Stores and Technology Assimilation
Published 5/31/2008
Author: Amit Saini, Rajdeep Grewal, and Jean L. Johnson
Summary
Marketing firms are always trying to discover what will give them a competitive advantage. Knowledge development and management are two of the ways for them to achieve that edge. When a company has knowledge stores the CRM performance increases and the need for excellent information technology increases. All of these factors work together to create a strong firm.
There are two main sets of knowledge stores that increase performance: relational and technology knowledge stores.
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