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Strategic entrepreneurship: an integrated innovative entrepreneurial process for CRM implementation at Indian SMEs

[journal article]

Mehta, Arpita

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Abstract The purpose of this theoretical framework is, to provide a better understanding of the prospects, process, problems, usage and issues related to Customer Relationship Management (CRM) in Indian SMEs so that it may help to implement, adopt and use CRM as an interactive entrepreneurial tool for strategic and successful customer relationship management at Indian SMEs. To reach this understanding this research can starts with three dimensions or group of respondents like CRM Vendor (CRM professionals, academics and experts), CRM Client/ CRM Customer (Indian SMEs, Indian entrepreneur) and CRM Beneficiary (regular customer/ consumer/ buyer/ common men). Based on the developed theory and literature review research questions can be answered to achieve this purpose (understanding). The major area of concern for all three group of respondents can be CRM (Awareness, Interest level), CRM (Planning, Strategy level), CRM Expectation (Objectives, Need level), CRM Implementation level, CRM Adoption and Updating (Maintenance, Stabilization level ), CRM Measurement (Satisfaction, Feedback level), CRM Challenge (Problem, Issue, Risk, Disadvantages level), CRM Deliverables (Benefits, Advantages level ), CRM Control level and CRM Forecasting (Future Prospects, R&D, Improvements level) levels for the successful CRM implementation, adoption and usage at Indian SMEs. Using the developed theory and literature review about these research objectives, a framework of the reference can be developed to collect the information from three different groups of respondents. These groups can be studied through Case analysis and BBP (Best Business Practice) Survey. Primary data can be collected from Semi Structured Questionnaire (Based on open ended as well as close ended questions), Semi Structure Interview supported by Content Analysis and Grounded Theory.
Keywords India; entrepreneurship; strategic management; small business; medium-sized firm; management; customer orientation; competitiveness
Classification Management Science; Technology Assessment
Free Keywords CRM; Customer Relationship Management; Indian SMEs; CRM strategy; Strategic Entrepreneurship; Entrepreneurship
Document language English
Publication Year 2011
Page/Pages p. 4714-4721
Journal Elixir (2011) 39
ISSN 2229-712X
Status Postprint; reviewed
Licence Creative Commons - Attribution