Journal of Information Technology Theory and Application (JITTA)


Customer relationship management (CRM) is an IS innovation that is becoming an important concern for many organizations; for instance a recent study suggests that over 50% of organizations may be in the process of implementing some form of CRM technology. This paper uses the organizing vision framework, introduced by Swanson and Ramiller (1997), as a tool to examine CRM from an institutional perspective. Such a perspective is valuable to researchers as it highlights the multifarious factors outside the organization that can impact adoption of CRM within the organization. For practitioners, we find that by creating, participating, and being influenced by the CRM discourse, managers do not operate in a vacuum when they consider whether to adopt and implement CRM.