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How do B2B companies approach CRM and the management of customer data in today’s era of social media and GDPR?: A Multiple Case Study
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This multiple case study focuses on the customer relationship management (CRM) processes and the management of customer data within two international business-to-business (B2B) companies based in the southern parts of Sweden. 

This study explores and compares these companies’ approaches to CRM in today’s era of social media and the General Data Protection Regulation (GDPR). A qualitative research method in the form of 12 semi-structured interviews were conducted and later analyzed through coding using grounded theory.  

The findings of this study show that the companies studied work in both different and similar ways when it comes to CRM, with one having recently implemented a new CRM system while the other relies on their enterprise resource (ERP) system for the same purposes. Neither company are proactively using social media and although both companies have taken action to adapt to the new rules set by the GDPR, neither seem to know exactly how it works.

Through its theoretical-, managerial-, as well as social policy implications, this study contributes to the existing research on CRM in a B2B context by providing a contemporary perspective which takes into account the influence of social media and the GDPR.

Place, publisher, year, edition, pages
2019. , p. 70
Keywords [en]
Relationship marketing, CRM, CRM systems, Social media, Social CRM, GDPR, Customer data
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-86069OAI: oai:DiVA.org:lnu-86069DiVA, id: diva2:1333056
Subject / course
Business Administration - Marketing
Educational program
International Sales and Marketing, 180 credits
Supervisors
Examiners
Available from: 2019-07-02 Created: 2019-06-29 Last updated: 2019-07-02Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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