Towards unfolding CRM implementation challenges in Pakistan: A case study


In the recent times, Customer Relationship Management (CRM) has become one of the most dynamic

topics of Information and Communication Technologies (ICT), both in the academia and the market.

This popularity is indeed a result of the promising features offered by CRM. All the studies to date

have highlighted elements associated with CRM success by studying its adoption and implementation

in the organizations, with a focus on developed countries. Despite the usefulness of these

contributions, today, very limited information is available, where implementation of CRM systems has

actually been evaluated in a developing country like Pakistan, employing an interpretive approach.

Hence, this current research aims to address this gap in literature, not only by taking a non-traditional

approach of success evaluation; using system’s stakeholders’ expectations as an evaluation criteria

but also focusing a case study from Pakistan, where ICT industry and specifically CRM is in the

initial stages of adoption. This research effort has not only revealed the social aspects of CRM

implementation but also unfolded some cultural aspects associated with the CRM in Pakistan. In order

to guide the research, theory of stakeholders’ expectation failures turned out to be the most suitable


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