Crm As Institution

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Conference Contecsi June 2009 - IT as Institutions

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Crm As Institution

  1. 1. CRM : institutional technology for marketing ? Christophe Benavent – Université Paris Ouest http://i-marketing.blogspot.com
  2. 2. Introduction <ul><li>A starting point : Orlikowki (2001) MiS
  3. 3. A general question : </li><ul><li>Do IS contribute to settle relationship institutions? </li></ul><li>A growing field for IS: CRM </li></ul>
  4. 4. Customer Relationship as an Institution <ul><li>Institutional dimensions </li><ul><li>CR is a coordination mechanism -> TCA
  5. 5. CR is a governance system -> Agency cost
  6. 6. CR is a normative device-> McNeil
  7. 7. CR is a trust institution : Dwyer and Oh
  8. 8. CR is a justice challenge
  9. 9. CR is socializing (inorms and competence integration) </li></ul></ul>
  10. 10. Technologies for CRM <ul><li>A growing set of artefacts </li><ul><ul><li>CRM software and SaaS
  11. 11. Payment systems
  12. 12. Loyalty cards
  13. 13. SFA
  14. 14. Campaign Automation
  15. 15. Multichannel communication
  16. 16. Dematerialisation of documents
  17. 17. Social medias
  18. 18. Smart pricing systems... </li></ul></ul><li>Some goals -> Institutionalization? </li><ul><ul><li>Personalization : more value for customer
  19. 19. Discrimination : consumer surplus appropriation
  20. 20. retention : escape competition </li></ul></ul></ul>
  21. 21. IT and IS : a materialistic view <ul><li>IT&IS first are Artefacts (Leonardi & Barley, 2008) </li><ul><li>constraints/affordances </li></ul></ul>Affordances Constraints Convention Selection Users Technology Technological Determinism Human Agency
  22. 22. Appropriation <ul><li>Make something our own thing.
  23. 23. Silverstone (1992) model </li><ul><li>Appropriation : taking possession (commodity-> Object)
  24. 24. Objectivisation : giving meanings through spatial disposition and objects interaction...
  25. 25. Incorporation in everyday routines and control activities.
  26. 26. Conversion : legitimation of usage. </li></ul></ul>
  27. 27. « Gran Torino » illustration
  28. 28. A puzzle for innovation adoption management <ul><li>Attitudes toward a dematerialized relationship in b2b energy markets
  29. 29. qualitative survey 28 smes </li></ul>Low Acceptance of « new world » Low Value /knowledge High Value/knowledge Avoidance Accommodation acceptation but incremental commitment and cost sensibility Transformation : Integration of norms and to reengineering process High Acceptance of « new world » Assimilation : Not real adoption but « bricolage » strategies
  30. 30. Tangibility(abstraction) and Materiality
  31. 31. Features of institution <ul><li>Institutions are set of relationship acting as norms, rules and the beliefs related to, which </li><ul><li>Order social and economic life
  32. 32. Are durable
  33. 33. Constrain action
  34. 34. But need legitimacy
  35. 35. Are Taken for granted
  36. 36. Work as processes
  37. 37. Produce meanings </li></ul><li>Sources of institutions ? </li></ul>
  38. 38. What make technology an Institution?
  39. 39. Conclusion <ul><li>Three propositions : </li><ul><li>IS become institutions when they are appropriated
  40. 40. IS are appropriated when they are legitimated
  41. 41. IS are legitimated when they meet social imaginary </li></ul><li>For CRM </li><ul><li>Explaining mimetic isomorphism without economical efficiency improvement ?
  42. 42. Explaining generalized adoption with or without functional advantages? </li></ul></ul>

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