Research paper by Reiny Iriana, Francis Buttle and Lawrence Ang, in Journal of Marketing Management. The article explores whether there is any association between organisational culture and CRM financial outcomes. The research demonstrates such a link. CRM financial outcomes are measured by a multi-item index. Organisational culture is measured using the Competing Values model. The results show a strong positive association between Adhocracy and strong CRM outcomes. Adhocracies are characterised by adaptive, creative and flexible behaviours that enable them to respond faster to market conditions than more bureaucratic organisations.

Last Modified: August 13, 2015