Towards developing a customer relationship management (CRM) strategy for supporting pre-implementation activities in business

Effectively preparing and planning for Customer Relationship Management (CRM) strategy is critical to CRM implementation success. A lack of a common and systematic way to implement CRM means that focus must be placed on the pre-implementation stage to ensure chance of success. Although existing CRM implementation approaches evidence the need to concentrate mostly on the pre-implementation stage, they fail to address some key issues, which raises the need for a generic framework that address CRM strategy analysis. This paper proposes a framework to support effective CRM pre-implementation strategy development.

Diagnosing and treating operational and implementation barriers in synoptic marketing planning

Strategic marketing planning is now widely adopted by business-to-business organizations. While marketing planning principles are well established, practitioners attempting to implement the process often find their progress impeded by a variety of barriers. These barriers are explored through a review of published evidence and case study analysis of several organizations. This analysis exposes three levels of barriers to effective business-to-business marketing planning, relating to (i) organizational infrastructure, (ii) the planning process and (iii) implementation. These barriers reflect the synoptic nature of planning in many organizations. The findings lead to the development of a practitioner-oriented diagnostic and treatment tool which guides managers through the marketing planning process. Although this diagnostic deals specifically with issues which are relevant to the marketing planner, its wider implications for strategic planning are also explored.

Alignment of operations strategy: Exploring the marketing interface

Purpose - The purpose of this paper is to identify factors that can help managers to overcome barriers to alignment of operations strategy at the interface with marketing. Design/methodology/approach - This objective required the application of a procedure based on strategic consensus and a deeper analysis, such that the delimitation of the study in a single case was mandatory. The strategic processes of interfacing involve managerial attributes that are subject to the influence of human aspects and, therefore, the research method used a qualitative approach. The protocol design included the following data sources: interviews, document reviews and researcher observations. The categorisation was made based on the theoretical references, the frequency of observations, common responses and information from documents. Findings - The balance between intra-functional trade-offs, joint research on the competitive context, reflections on the understanding of customer needs and operational performance, and understanding of inter-functional trade-offs were the main factors verified. They effectively support decisions associated with interface processes and promotes the integration of these processes. They can generate inputs that enable managers to achieve an appropriate balance among alternatives in light of various trade-offs. Practical implications - These factors make possible new connections between strategic processes in the context of operations and marketing functions. The formations of these strategies are aligned through a better understanding of both threats and opportunities by means of a joint analysis of the competitive context. The presented findings can be used to develop a clear definition of strategic objectives of operations and a more appropriate treatment of market needs. Originality/value - The findings from the research can be considered as new elements for promoting alignment in the formation process of the operations strategy. Little research to date has examined the operations-marketing strategic interface of companies in the context of strategic consensus. © Emerald Group Publishing Limited.

Proyecto de informe del Octavo Período de Sesiones del CEGAN: evaluación de la instrumentación de la Estrategia Internacional del Desarrollo para América Latina y el Caribe, teniendo en cuenta la crisis económica internacional = Draft report of the Eighth Session of CEGAN: appraisal of the implementation of the International Development Strategy for Latin America and the Caribbean, taking into account the current international economic crisis

Incluye Bibliografía

Informe sobre la evaluación de la instrumentación de la Estrategia Internacional del Desarrollo para América Latina y el Caribe teniendo en cuenta la crisis económica actual = Report on the appraisal of the implementation of the International Development Strategy for Latin America and the Caribbean, taking into account the current economic crisis

Contiene la primera evaluacion de la nueva estrategia internacional para el desarrollo correspondiente al Tercer Decenio de las Naciones Unidas para el Desarrollo hecha por los paises de America Latina y el Caribe, y el resumen de los debates en torno a dicho tema.

Programa de trabajo estadístico internacional para América Latina y el Caribe, 1997-1998: Subprograma 1: adaptación y producción de estadísticas básicas en el marco de una estrategia regional para la implementación del Sistema de Cuentas Nacionales 1993 (SCN 1993) = Programme of international statistical work for Latin America and the Caribbean, 1997-1998: Subprogramme 1: adaptation and production of basic statistics in the framework of a regional strategy for the implementation of the System of National Accounts 1993 (SCN 1993)

Incluye Bibliografía

Report of the Regional Intergovernmental Conference on Ageing: Towards a Regional Strategy for the Implementation in Latin America and the Caribbean of the Madrid International Plan of Action on Ageing

Spanish version available at the Library

Estrategia de exportación: formulación y aplicación = Export strategy: formulation and implementation

Incluye Bibliografía

Report on the application of the regional strategy for the implementation in Latin America and the Caribbean of the Madrid International Plan of Action on Ageing

Includes bibliography