Product Innovation and the Effects of CRM usage : a Quantitative study

Abstract: Authors: Sjöberg, Amelie 880410 Wallgren, Christopher 890131   Background: Due to the current competitive climate, it is of major importance for firms to distinguish and differentiate their products compared to the competitors. To achieve that, the firms need to offer a product that the customers want. Firms can integrate with external sources and receive valuable information regarding references and needs. Customer relationship management (CRM) have become a tool firm commonly use in order to receive this information. CRM is a much discussed topic among researchers, and the researchers argue that it is of major importance to identify CRM activities that generates profitability and successful performance to the firm   Purpose: The purpose of the study is to investigate the impact of customer relationship management (CRM) on product innovation in Scandinavian firms.   Method: The survey generated 61 responses from service and manufacturing firms operating on the Scandinavian market (Sweden, Norway and Denmark). The surveys were accessible through Keysruvey.com in April 2013 and generated a response rate of 14% Conclusion: The major conclusion of this research is that all Hypotheses were supported, which indicates that customer involvement, information sharing and long-term partnership has a positive impact on product innovation.