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CRM Change Management in an Emerging Country Context: An Exploratory Study in India

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  • Exploratory Study
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Abstract

All over the world, change management has found to be very crucial for CRM success. However, the CRM change management does not work the same way across different contexts. Few studies in developed countries assume that a set of prescriptive CRM change management activities works well in any ‘given’ context. These studies ignore the interplay of organizational actions and the broader context. Drawing on the institutional theory, this study explores this interplay; based on the repertory grid data collected from Indian organizations, it finds how structural and cultural context of an emerging country affects CRM change management activities.

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Authors and Affiliations

  1. 260, Roanoke Street, Woodbridge, NJ, 07095, USA

    Darshan Desai

  2. Institute of Petroleum Management, 382007, Gandhinagar Highway, Raisan, Gandhinagar, Gujarat, India

    Subrat Sahu

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  1. Darshan Desai
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  2. Subrat Sahu
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Correspondence to Darshan Desai.

Additional information

Dr. Darshan Desai has done her Ph. D. from the Institute of Management, Nirma University, Ahmedabad, India, and MBA from Gujarat University, India. She has taught several under graduate and graduate level courses in marketing, management, and management information systems. She used to work as a project leader with a non-government organization in Gujarat, India. She has a few publications as research papers in international journals. Her current research interests include social media, value co-creation, customer relationship management, and change management. She can be reached at darshudesai@gmail.com.

Dr. Subrat Sahu is an associate professor at Institute of Petroleum Management, Gandhinagar, India. He has done his Ph.D. from Utkal University and M.B.A from Berhampur University, India. He has over 7 years of teaching and 3 years of industry experience. He has published research papers and articles in several Journals and magazines. He has presented and published papers in national and international conferences. He has conducted several corporate training programs for senior/middle level executives in both public and private sector undertakings. His current research interests include understanding customer behavior, relationship marketing and brand management. He can be reached at prof.subratsahu@gmail.com.

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Desai, D., Sahu, S. CRM Change Management in an Emerging Country Context: An Exploratory Study in India. Global J. Flexible Syst. Manage. 9, 41–53 (2008). https://doi.org/10.1007/BF03396542

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