CRM for Sustainable Innovations in Small Business

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F19%3AA0000091" target="_blank" >RIV/47813059:19520/19:A0000091 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

CRM for Sustainable Innovations in Small Business

Original language description

This paper focuses on CRM (Customer Relationship Management) as one of the most important information systems in small businesses. Small business has a significant potential for CRM purchases. The reason is the implementation of an appropriate innovation to increase resilience to the crisis and unstable situations in global markets. The research motivation in this paper is to determine the recommended hierarchy of evaluation criteria for selecting the optimal CRM for marketers. The design of the solution is based on Saaty's method for determination of weights for selected evaluation criteria. The necessary comparison of the evaluation criteria in Saaty's matrix S was specified by an interview with a small business consultancy representative. The recommended hierarchy has four levels ranking from criteria such as brand mentions and campaign responses with top-weight to email templates, multi-channel touchpoints, and forecasting with bottom weight. This hierarchy works better than an intuitive approach because the evaluation criteria were compared according to current business and market conditions (preferences from the perspective of small business). There is an initial interest in brand mentions and estimated profit. However, low interest in email templates and forecasts shows difficulties in use, because email templates and forecasts are often intuitively preferred features of CRMs.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

10200 - Computer and information sciences

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2019

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Conference Proceedings the 34th IBIMA Conference on 13-14 November 2019 Madrid, Spain. (in print)

ISBN

9780999855133

ISSN

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e-ISSN

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Number of pages

998

Pages from-to

12458-12467

Publisher name

IBIMA

Place of publication

USA

Event location

Madrid

Event date

Jan 1, 2019

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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