عنوان انگلیسی مقاله:

Defining the ERP and CRM integrative value

ترجمه عنوان مقاله:  تعریف برنامه ریزی منابع انسانی و ارزش یکپارچه مدیریت ارتباط با مشتری

رشته: مدیریت بازاریابی، منابع انسانی

سال انتشار: 2014

تعداد صفحات مقاله انگلیسی: 9 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

The value of IT adoption has been and still is a crucial question for the decision on IT adoption. In this paper we suggest a research model that aims at defining the integrative value of adoption of Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) systems. The integrative value is described from the Resource Based View of the firm (RBV) and will be measured as impact on firm performance. The research model suggests six hypotheses that will be tested and analysed with data from a questionnaire among firms that have adopted both ERP and CRM systems in their organization. Due to the nature of the research model and the fact that it has not been tested in the past, the data analysis will be supported by Partial Least Squares (PLS). Our aim with this research project is that it will provide new knowledge on how integration between systems can positively influence value from IT investments, but also how different software such as ERP and CRM provides value to systems integration as well as process integration.

Keywords: ERP; CRM; RBV; integrative; value; firm perfomance.

مقدمه مقاله

Enterprise Resource Planning (ERP) systems have been applied by many firms regardless size around the world as a key part of the organizational infrastructure. ERP encompass a wide range of software products supporting day to  day business operations and decision making [1].  ERP systems are expected to provide, seamless integration of processes across functional areas with improved workflow, standardization of various business practices, improved order management, accurate accounting of inventory, and better supply chain management [2]. However, these IT resources streamline and integrate internal business processes to improve efficiency only within firm´s boundaries [3].

Customer Relationship Management (CRM) systems have exploded on the enterprise space in the past years, and some studies claim that they are the ultimate solution to the information exchange problem among firms [4,5]. In this study, CRM is an IT resource that can also be present in firm´s IT portfolio as a thirty party resource. It is aimed to improve the relationship between firms and customers. The main purposes of CRM is customer relationship setting up, development and maintenance [6,7].

Because of their lower cost and ease of implementation and its use, CRM hold the promise of enabling information made from the CRM to be consumed in ERP and across the extended enterprise. CRM extend the original value proposition of ERP, allowing firms to build interactive relationships with its customers and bring together their previously separated information at very low cost [8,9]. Whereas CRM encompass the external part of the extended enterprise, and ERP encompass the internal part [4-6].

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