Title: Customer relationship management and innovation capability: a multiple case study

Authors: Eduardo Corneto Silva; Cristiane Drebes Pedron; Winnie Ng Picoto

Addresses: Graduate Program in Administration, Nove de Julho University, São Paulo, Brazil ' Graduate Program in Administration, Nove de Julho University, São Paulo, Brazil ' Lisbon School of Economics and Management, Lisboa, Portugal

Abstract: Customer relationship management (CRM) systems obtain information about customer behaviour that allows companies to develop innovations with greater acceptance potential in the market. This article seeks to answer the following research question: How does the use of the CRM system improve the company's innovation capability? A multiple case study was developed in two organisations and data collection was carried out through semi-structured interviews and document analysis. As contributions, it was possible to identify that each company studied developed its own process to make use of the knowledge created via the use of the CRM system in the improvement of innovation capability (IC). It was verified that, although the CRM allows companies to improve their IC, the impact of this improvement depends on the way the company develops its processes and also on the agents who interact with the CRM system and the company's innovation area.

Keywords: customer relationship management; CRM; innovation capability; case study; innovation; strategic marketing.

DOI: 10.1504/IJBIR.2021.118443

International Journal of Business Innovation and Research, 2021 Vol.26 No.2, pp.240 - 260

Received: 08 May 2019
Accepted: 02 Nov 2019

Published online: 26 Oct 2021 *

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