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Title:
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INVESTIGATION OF E-CRM READINESS FACTORS IN IRANIAN SMES |
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Author(s):
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Babak Amiri , Mohammad Fathian , Mahyar Qasemzadeh |
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ISBN:
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978-972-8924-55-3 |
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Editors:
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Piet Kommers and Pedro Isaías |
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Year:
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2008 |
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Edition:
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Single |
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Keywords:
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e-CRM, Readiness, Assessment model, Small & Medium Enterprise. |
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Type:
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Full Paper |
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First Page:
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419 |
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Last Page:
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426 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The concept of customer relationship management (CRM) resonates with managers in today's competitive economy. Yet
recent articles in the business press have described CRM implementation failures, and consequent company reluctance to
invest in CRM. The potential for substantially improved customer relationship management, coupled with the high
uncertainty surrounding failed implementation efforts, calls for a critical new look at the determinants of, and influences
upon, a firms decision to adopt CRM. This paper proposed a model to assess CRM readiness from the perspective of
Iranian SMEs by an exploratory study to analysis of a firms readiness to undertake a CRM initiative. The proposed
assessment model contains factors that asked experts and then selected through Multidimensional Scaling and Multiple
Regression. |
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