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International Conference on Design Science Research in Information Systems

DESRIST 2010: Global Perspectives on Design Science Research pp 349–364Cite as

Realization Approaches of Customer Relationship Management – A Design Science Research Contribution to Support the Construction of Situational CRM Artifacts

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Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 6105))

Abstract

In this paper, customer relationship management (CRM) is focused as one particular field of application for design science research (DSR). In managerial practice, it can be observed that CRM is approached differently by diverse organizations; moreover, the need for adaptable (“situational”) models and methods in support of CRM (so-called “CRM artifacts”) is postulated both in scientific theory and in practice. The paper at hand aims at contributing to this field by reporting on the results of an exploratory analysis. Based on our empirical evidence, we propose to differentiate between four distinct realization approaches of CRM: (1) initial CRM; (2) IT-focused CRM; (3) mature CRM; (4) selective CRM. Each of these approaches is characterized by a unique vector of realization degrees with respect to four CRM design factors and represents an exemplary, generalized way of how organizations deal with CRM. These insights are particularly useful for the construction of situational CRM artifacts within DSR.

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Author information

Authors and Affiliations

  1.  , Boschetsrieder-Str. 61a, 81379, Munich, Germany

    Anke Gericke

  2.  , Goethestr. 14, 68161, Mannheim, Germany

    Tobias Bucher

  3. Institute of Information Management, University of St. Gallen, Mueller-Friedberg-Strasse 8, 9000, St. Gallen, Switzerland

    Anke Gericke & Tobias Bucher

Authors
  1. Anke Gericke
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  2. Tobias Bucher
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Editor information

Editors and Affiliations

  1. Institute of Information Management, University of St. Gallen, Müller-Friedberg-Strasse 8, 9000, St. Gallen, Switzerland

    Robert Winter

  2. Department of Information Systems, City University of Hong Kong, Kowloon, Hong Kong, China

    J. Leon Zhao

  3. Institut of Information Management, University of St. Gallen, Mueller-Friedberg-Strasse 8, 9000, St. Gallen, Switzerland

    Stephan Aier

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Gericke, A., Bucher, T. (2010). Realization Approaches of Customer Relationship Management – A Design Science Research Contribution to Support the Construction of Situational CRM Artifacts. In: Winter, R., Zhao, J.L., Aier, S. (eds) Global Perspectives on Design Science Research. DESRIST 2010. Lecture Notes in Computer Science, vol 6105. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-13335-0_24

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  • DOI: https://doi.org/10.1007/978-3-642-13335-0_24

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-13334-3

  • Online ISBN: 978-3-642-13335-0

  • eBook Packages: Computer ScienceComputer Science (R0)

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