n Management Dynamics : Journal of the Southern African Institute for Management Scientists - The influence of new product launching strategies on CRM success : an exploratory study

Volume 21, Issue 1
  • ISSN : 1019-567X



Customer Relationship Management (CRM) enables business firms to grow the lifetime value of their customers, which is critical to increased competitiveness, survival and profitability. Effective CRM encourages consumers to develop empathy, appreciation, friendliness and feelings of trust towards a business firm. CRM failures are, however, still a serious challenge for many business managers. This study investigates the influence of new product launching strategies (product development, promotion, pricing and place) on CRM success. The sample comprised 572 marketing and product development managers. The empirical results show that distribution channel development and e-business strategies increase CRM success, while third-party agreements and e-saving strategies decrease it.

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