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CRM System: the Role of Dynamic Capabilities in creating Innovation Capability

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  • Additional Information
    • Publication Information:
      FUCAPE Business School, 2018.
    • Publication Date:
      2018
    • Collection:
      LCC:Business
    • Abstract:
      Customer relationship management (CRM) is a topic discussed, mainly, by information systems and marketing management areas. Many organizations are already using CRM systems. When a company uses CRM, it develops different organizational capabilities some of which lead to innovation. Whilst there are some studies that already analyze the creation of innovation capabilities resulting from the usage of a CRM system, how this is achieved has not been understood. The present study aims to contribute to this debate by building on the dynamic capabilities theory to develop a conceptual model for understanding the innovation capabilities development through CRM usage. The research question that guides this paper is: “What is the role of Dynamic Capabilities in the creation of innovation capabilities through CRM usage?” We conduct an exploratory study based on qualitative experts’ interviews. Our findings support the argument that CRM drives innovation through dynamic capabilities. In fact, by sensing, seizing and reconfiguring market opportunities and threats, CRM allows organizations to generate innovation.
    • File Description:
      electronic resource
    • ISSN:
      1808-2386
      1807-734X
    • Relation:
      http://www.redalyc.org/articulo.oa?id=123057435006; https://doaj.org/toc/1808-2386; https://doaj.org/toc/1807-734X
    • Accession Number:
      10.15728/bbr.2018.15.5.6
    • Rights:
      Journal Licence: CC BY
    • Accession Number:
      edsdoj.2afd729a18934ea2bc75b179a333c5c2
  • Citations
    • ABNT:
      CRISTIANE DREBES PEDRON et al. CRM System: the Role of Dynamic Capabilities in creating Innovation Capability. BBR: Brazilian Business Review, [s. l.], v. 15, n. 5, p. 494–511, 2018. DOI 10.15728/bbr.2018.15.5.6. Disponível em: http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.2afd729a18934ea2bc75b179a333c5c2&custid=s8280428. Acesso em: 9 jul. 2020.
    • AMA:
      Cristiane Drebes Pedron, Winnie Ng Picoto, Miguel Colaco, Cintia Cristina Araújo. CRM System: the Role of Dynamic Capabilities in creating Innovation Capability. BBR: Brazilian Business Review. 2018;15(5):494-511. doi:10.15728/bbr.2018.15.5.6.
    • AMA11:
      Cristiane Drebes Pedron, Winnie Ng Picoto, Miguel Colaco, Cintia Cristina Araújo. CRM System: the Role of Dynamic Capabilities in creating Innovation Capability. BBR: Brazilian Business Review. 2018;15(5):494-511. doi:10.15728/bbr.2018.15.5.6
    • APA:
      Cristiane Drebes Pedron, Winnie Ng Picoto, Miguel Colaco, & Cintia Cristina Araújo. (2018). CRM System: the Role of Dynamic Capabilities in creating Innovation Capability. BBR: Brazilian Business Review, 15(5), 494–511. https://doi.org/10.15728/bbr.2018.15.5.6
    • Chicago/Turabian: Author-Date:
      Cristiane Drebes Pedron, Winnie Ng Picoto, Miguel Colaco, and Cintia Cristina Araújo. 2018. “CRM System: The Role of Dynamic Capabilities in Creating Innovation Capability.” BBR: Brazilian Business Review 15 (5): 494–511. doi:10.15728/bbr.2018.15.5.6.
    • Harvard:
      Cristiane Drebes Pedron et al. (2018) ‘CRM System: the Role of Dynamic Capabilities in creating Innovation Capability’, BBR: Brazilian Business Review, 15(5), pp. 494–511. doi: 10.15728/bbr.2018.15.5.6.
    • Harvard: Australian:
      Cristiane Drebes Pedron, Winnie Ng Picoto, Miguel Colaco & Cintia Cristina Araújo 2018, ‘CRM System: the Role of Dynamic Capabilities in creating Innovation Capability’, BBR: Brazilian Business Review, vol. 15, no. 5, pp. 494–511, viewed 9 July 2020, .
    • MLA:
      Cristiane Drebes Pedron, et al. “CRM System: The Role of Dynamic Capabilities in Creating Innovation Capability.” BBR: Brazilian Business Review, vol. 15, no. 5, Jan. 2018, pp. 494–511. EBSCOhost, doi:10.15728/bbr.2018.15.5.6.
    • Chicago/Turabian: Humanities:
      Cristiane Drebes Pedron, Winnie Ng Picoto, Miguel Colaco, and Cintia Cristina Araújo. “CRM System: The Role of Dynamic Capabilities in Creating Innovation Capability.” BBR: Brazilian Business Review 15, no. 5 (January 1, 2018): 494–511. doi:10.15728/bbr.2018.15.5.6.
    • Vancouver/ICMJE:
      Cristiane Drebes Pedron, Winnie Ng Picoto, Miguel Colaco, Cintia Cristina Araújo. CRM System: the Role of Dynamic Capabilities in creating Innovation Capability. BBR: Brazilian Business Review [Internet]. 2018 Jan 1 [cited 2020 Jul 9];15(5):494–511. Available from: http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.2afd729a18934ea2bc75b179a333c5c2&custid=s8280428