Technology and the Implementation of CRM in Norwegian Football
Purpose: This article aims to identify how understanding technology’s role in CRM implementations can benefit sales and marketing. Methodology: The research was designed to investigate the CRM-implementation taking place in the Norwegian top football division. A qualitative study was used and the research design centred around four semi-structured interviews with representatives from actors involved in the implementation. A structurational model was applied to analyse and understand the empirical data gathered. Findings: It was found that technology affects various actors in the implementation process, and that there is a lack of unified understanding when it comes to the purpose of CRM Further the findings suggests that understanding the role of technology will benefit sales and marketing by giving them an understanding of how new technology will be received in the organisation. Research limitations/implications: One could argue that the model, location and organisation are not optimal for generalizing across the sport industry. However, the research sheds new light on CRM research and offers a new perspective to CRM implementation studies. Practical Implications: Understanding the nature of technology and its role in the implementation of CRM is managerially beneficial as it can be used to identify the technology’s potential in the organisation, prepare human agents in an effective manner, and identify knowledge gaps within the firm. Originality: A mid-implementation process case was analysed by applying a modified structiorational model divided into two dimensions.
MSc in Marketing and Consumption