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- W3190091396 abstract "This study aims to describe how SMEs transform their strategic orientation into a CRM approach. It also attempts to assess the impact of CRM implementation on performance. A large-scale survey was conducted with 439 SMEs' CEOs in order to outline the significance of the results. A cluster analysis allows establishing 5 groups of SME according to their CRM strategy. Findings confirm that the temporal perspective of the SMEs managers' and their market orientation have a significant impact on their relational strategy and CRM tools implemented. Globally, results demonstrate that there is a positive impact on financial performance only on a mid-term basis. For all that, results demonstrate contrasted effects according to the SME clusters." @default.
- W3190091396 created "2021-08-16" @default.
- W3190091396 creator A5038024277 @default.
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- W3190091396 date "2015-01-01" @default.
- W3190091396 modified "2023-09-26" @default.
- W3190091396 title "Gestion de Relation Client et performance des PME. 77, 13-30." @default.
- W3190091396 hasPublicationYear "2015" @default.
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