A Framework for Examining IT-Enabled Market Relationships

Mary E. Shoemaker

93 citations0/0 files storedJournal of Personal Selling and Sales Management

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Abstract

Market relating capability has the potential to be a sustainable competitive advantage for a firm. Day (2000) describes the three elements of market relating capability as 1) relationship orientation, 2) integrated and aligned processes, and 3) deep knowledge of the customer. Information technology tools have evolved that enable each of these elements, particularly in the areas of Customer Relationship Management (CRM), Enterprise Resource Planning (ERP), and Knowledge Management (KM). This paper describes a framework for examining the technology available in each of these areas for enabling market relating capability.

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References

1998Putting the enterprise into the enterprise system.1999Developing a Knowledge Strategy 1996The knowing organization: How organizations use information to construct meaning, create knowledge and make decisions 2000Technology Infusion in Service Encounters 2000Managing Market Relationships 1991Evolution of the Marketing Organization: New Forms for Turbulent Environments 1998Managing Customer Support Knowledge 2000Fundamental Changes in Marketing Organization: The Movement toward a Customer-Focused Organizational Structure

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2009CRM systems and organizational learning: An exploration of the relationship between CRM effectiveness and the customer information orientation of the firm in industrial markets 2011Customer Relationship Management (CRM)'s Impact on B to B Sales Professionals' Collaboration and Sales Performance 2012Performance Implications of CRM Technology Use: A Multilevel Field Study of Business Customers and Their Providers in the Telecommunications Industry 2005The Role of Core Selling Teams In Supplier–Buyer Relationships 2023

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