Siemens: systematizing, CRM and senior executives: How major companies should “get with the program”

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This is a useful case study of how a blue chip has successfully implemented a CRM program, and analysis of how this could work “in the real world” which is so often absent from an academic article.

Practical implications

The evidence of growth potential is particularly illuminating, and will back up any CRM project involving senior executives when presented to the Board.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2006), "Siemens: systematizing, CRM and senior executives: How major companies should “get with the program”", Strategic Direction, Vol. 22 No. 8, pp. 5-7. https://doi.org/10.1108/02580540610675362