Authors: Khaled Nawaser; Asghar Afshar Jahanshahi
Addresses: Department of Management, University of Applied Science and Technology (UAST), Kuzestan, Ahwaz, 61976-56883, Iran ' CENTRUM Católica Graduate Business School, Pontificia Universidad Católica del Perú, Lima, 15023, Peru
Abstract: In this paper, we investigated the effect of customer relationship management initiation on firms marketing information and then we tested how these two factors accelerate idea generation (innovativeness) within small-sized firms. We tested these relations by using original data from 103 Iranian small-sized firms. Results indicate that customer relationship management initiation leads to the improvement of organisational marketing information significantly. We also found a positive relationship between firms' customer relationship management initiation and firm innovativeness and a positive relationship between firms' marketing information utilisation and firm innovativeness. Limitations of the study are indicated and directions for future research are noted.
Keywords: customer relationship management initiation; marketing information utilisation; firm innovativeness; small-sized firms.
Middle East Journal of Management, 2018 Vol.5 No.2, pp.105 - 120
Available online: 02 Apr 2018 *Full-text access for editors Access for subscribers Purchase this article Comment on this article