publication . Bachelor thesis . 2011

Empirical testing of selected critical success factors in CRM implementation projects - A study of SMEs in the B2B sector

Röschmann, Kathrin; Ziyadullaeva, Muhayyo;
Open Access English
  • Published: 01 Jan 2011
  • Publisher: Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling
Abstract
Purpose:The purpose of this thesis is to describe and analyze critical success factors of CRM implementation projects with a special focus on SME’s in the B2B sector.  Method: This study is based on quantitative research using survey method.  Target Audience: SMEs of B2B business, which are planning to implement a CRM system Academic audience, which is interested in CRM implementation with focus on SME.  Conclusion: There are various critical success factors in CRM implementation projects and those differ in their importance according to companies’ perceptions and according to previous researchers’ work. The most important CSFs in companies’ point of view are ‘s...
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