"Customer Relationship Management (CRM): A Comparative Study between U." by Jesus Garcia de Madariaga

Journal of International Information Management

Article Title

Customer Relationship Management (CRM): A Comparative Study between U.S.A. and Spain

Authors

Jesus Garcia de Madariaga, Universidad Complutense, Madrid

Abstract

This paper surveys the marketing executives of the top companies in Spain with more than 100 million euros on net sales and reports the status of Customer Relationship Management (CRM) solutions in their companies. The results are compared with the U.S.A. status reported by a previous study developed by InformationWeek Research in 2000 with a sample based on Fortune 500. One hundred and thirty-six companies participated in this study. The data provides insights into the strengths and weaknesses of the CRM in Spain in comparison with USA. Some viable actions are recommended to improve the usage of CRM and to reshape the future of these systems.

Recommended Citation

de Madariaga, Jesus Garcia (2004) "Customer Relationship Management (CRM): A Comparative Study between U.S.A. and Spain," Journal of International Information Management: Vol. 13: Iss. 2, Article 2.
Available at: https://scholarworks.lib.csusb.edu/jiim/vol13/iss2/2

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