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Merger: institutional interplay with customer relationship management

机译：合并：机构与客户关系管理的相互作用

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摘要

Purpose - The purpose of this paper is to discuss institutional influence on customer relationship management (CRM) practices and the restructuring of portfolios during the merger of two pharmaceutical companies. Design/methodology/approach - An explanatory case study from the perspective of the focal actor. Findings - Isomorphic pressures and some organizational conditions are identified as relevant factors in the redefinition of the customer, the outcome of which is the deinstitutionalization of some CRM practices and the restructuring of customer portfolios. It is also proposed that procedural legitimacy drives the change within the network organization. Research limitations/implications - This study reported in this paper is idiographic and explores one case. Further longitudinal research is needed in order to generalize the findings. Practical implications - CRM practices are contingent upon how isomorphic pressures are coped with and how the institutional arrangements are utilized during the merger. Originality/value - This paper contributes to the discussion on institutional influence on CRM in network organizations.
机译：目的-本文的目的是讨论两家制药公司合并期间机构对客户关系管理（CRM）做法和资产组合重组的影响。设计/方法/方法-从焦点演员的角度进行的案例分析。调查结果-同构压力和某些组织条件被确定为重新定义客户的相关因素，其结果是一些CRM做法的非机构化和客户组合的重组。还提出程序合法性驱动网络组织内的变化。研究的局限性/意义-本文报道的这项研究是独特的，并探讨了一种情况。为了进一步概括研究结果，需要进行进一步的纵向研究。实际意义-CRM的实践取决于合并过程中如何应对同构压力以及如何利用机构安排。原创性/价值-本文有助于讨论机构对网络组织中CRM的影响。

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