Any recommendations for some good CRM case studies for an undergraduate course in Customer Value and Relationship Marketing? I'm looking for cases that are current (2016 or later), short (6-12 pages) and non-Indian (I have two of those already). I have already checked HBS site. Thank you.
Article Customer-based brand equity and firms' performance in the te...
Sir you might find this useful.
Thanks, but I am looking for case studies rather than scholarly articles.
Dear Art,
Please see below some recent and interesting case studies:
1. Reinhold, O., & Alt, R. (2019, January). The Role of Social CRM in Social Information Systems: Findings from Four Case Studies. In Proceedings of the 52nd Hawaii International Conference on System Sciences.
Available at: https://scholarspace.manoa.hawaii.edu/bitstream/10125/59702/0262.pdf
2. Agrawal, S. R., & Mittal, D. (2019). Measuring CRM Effectiveness in Indian Stock Broking Services. Journal of Global Information Management (JGIM), 27(1), 144-164.
3. Shi, Y., Gong, L., & Chen, J. (2019). The Effect of Financing on Firm Innovation: Multiple Case Studies on Chinese Manufacturing Enterprises. Emerging Markets Finance and Trade, 55(4), 863-888.
4. British Airways CRM Case Study. Available at:
https://www.mycustomer.com/marketing/strategy/british-airways-crm-case-study
5. Case Study: How CRM is The Secret Behind Amazon's Success. Available at: https://www.softwareadvisoryservice.com/en/case-studies/case-study-how-crm-is-the-secret-behind-amazons-success/
6. Gartner's Top 54 CRM Case Studies, Sorted by Industry, for 2005. Available at: https://www.gartner.com/doc/481170/gartners-top--crm-case
George, thank you for that good list. I'll definitely review these recommendations. Art
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