Date of Award
Doctor of Philosophy
Theses & dissertations (College of Business)
Business and Technology
Customer relationship management (CRM) is a strategic tenet for many leading firms and an important area of research for marketing strategy scholars investigating strategy implementation. Yet, for decades academic and industry researchers have reported a high rate of failure for CRM implementation efforts. This dissertation describes a deep investigation of the microfoundations of strategy execution, using both inductive and deductive techniques. The three studies demonstrate the importance of a new strategy implementation construct called disciplined execution of strategy (DE), characterized through the lens of CRM strategy execution. DE is not the implementation of ongoing marketing activities, but is a marketing capability of interdisciplinary CRM teams that balances the demands of executing a new strategy with their need to protect ongoing customers relationships from the disruption that comes with change. DE is presented as a novel and compelling explanation for the variability of past CRM efforts, and as a promising prescription for practitioners to improve future CRM implementation results.
Lemken, Russell, "If customer relationships are so important, why does CRM implementation fail so often?" (2017). Graduate Theses and Dissertations. 16063.