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Contingent Effects of Smart CRM Technology Implementation on Financial Performance

机译：智能CRM技术实施对金融业绩的缺点效果

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摘要

New digital technologies for sales organizations in business-to-business(B2B)firms have been in vogue for the past two decades.Above all,scholars paid particular attention to the implementation of digital technologies for customer relationship management(CRM),as there is a general consensus that a sophisticated CRM is a fundamental tenet of a business success model in today's"hypercompetitive"business world.However,developing an enterprise-level,standardized,and division scalable CRM approach remains a particular challenge for many B2B firms.In the last few years,more and more reports about failures of CRM implementation came to light leading to skepticism among managers regarding its potential to generate firm value.This paper sets out to explore the effect of a technological disruption in terms of smart CRM technology(hereafter CRM)implementation on the development of financial performance after the disruption.Moreover,given the multifaceted scopes of CRM technology,we scrutinize technological,organizational and environmental factors that may influence the relationship between CRM implementation and firm performance.Thus,this paper of fers novel insights on whether and in which circumstances CRM implementation affects firm profitability.
机译：在过去的二十年中，商业到企业（B2B）公司的销售组织的新数字技术已经在Vogue中曾在Vogue中.All，学者特别注意了客户关系管理（CRM）的数字技术的实施，因为一般性共识，即复杂的CRM是当今“超竞争力”商业世界的企业成功模式的基本原则。无论何种企业级，标准化和分部可扩展的CRM方法都仍然是许多B2B公司的特殊挑战。过去几年，关于CRM实施失败的报告越来越多地揭示了经理人们对其产生稳定价值的潜力的怀疑。本文探讨了智能CRM技术方面的技术中断的影响（以下，所述CRM ）鉴于CRM技术的多方面的范围，我们审查了TEC可能影响CRM实施与公司业绩之间关系的水性，组织和环境因素。本文对CRM实施是否有所影响，这是关于哪种情况对盈利能力影响的洞察力。

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