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.
Madariaga, Jesus Garcia de
"Customer Relationship Management (CRM): A Comparative Study between U.S.A. and Spain,"
Journal of International Technology and Information Management: Vol. 13
, Article 8.
Available at: https://scholarworks.lib.csusb.edu/jitim/vol13/iss1/8