MIS Quarterly Executive


In this response to Goodhue, Wixom, and Watson, Ron Swift of Teradata affirms the challenges and opportunities of CRM implementations and adds that a major cause of failure of CRM implementations is the propensity of firms to avoid the important task of developing a cross-organizational intelligence environment. As a result of multiple industry analyses, he ex-plains that it is through the leveraging of cross-organizational data that organizations generate measurable value.