%0 Journal Article
%T T赤TULO NULO CUSTOMER RELATIONSHIP MANAGEMENT Y LAS PEQUE AS Y MEDIANAS EMPRESAS: UN ESTUDIO DE M迆LTIPLOS CASOS EN EMPRESAS PORTUGUESAS CUSTOMER RELATIONSHIP MANAGEMENT E AS PEQUENAS E M谷DIAS EMPRESAS: UM ESTUDO DE M迆LTIPLOS CASOS EM EMPRESAS PORTUGUESAS
%A Cristiane Drebes Pedron
%A Pedro Monteiro
%A Telma Marques
%J Rege : Revista de Gestˋo
%D 2013
%I Universidade de S?o Paulo
%X Customer Relationship Management (CRM) emerges as a response to organizations that choose to adoptstrategies of relationship marketing so as to o er customers a more personalized experience. The need forsignificant investments in the purchase of technological systems and to adapt the internal procedures causesthe Small and Medium Enterprises (SMEs) to remain in a more traditional posture, unlike the largeenterprises. However, increased competition, globalization of markets, technological development and the ephemerality of customer preferences have led many SMEs to rethink their business. This article seeks toanswer the question "how CRM is adopted in the SMEs, for the purpose of analyzing the critical successfactors relevant to the adoption of CRM in the SMEs?" Therefore case studies were made of threePortuguese enterprises. Interviews were conducted and secondary documents were analyzed to collect data.As the main contribution, an analysis was made of those critical success factors for the adoption of CRMwhich should be considered most important by the SMEs. In conclusion it was found that the enterprisesstudied during the project of CRM implementation had attributed greater importance to the followingcritical success factors, integration of information and data, e icient human resource management andsupport of top management. Furthermore, because of limited resources, it is important for these enterprisesto plan the process of CRM in advance to ensure that the best choices in terms of technology are made. El Customer Relationship Management (CRM) surge como respuesta a las organizaciones que decidenadoptar estrategias de marketing relacional para ofrecer a sus clientes una atenci車n m芍s personalizada. Lanecesidad de inversiones significativas en la compra de sistemas tecnol車gicos y  en la adaptaci車n de losprocedimientos internos hizo con que las Peque as y Medianas Empresas (PME) se mantuvieran en uncircuito m芍s tradicional, al contrario de las grandes empresas. Sin embargo, el aumento de la competencia,la globalizaci車n de los mercados, el desarrollo tecnol車gico y lo ef赤mero de las preferencias de los clienteshan llevado muchas PME a repensar su negocio. Este art赤culo  procura responder la pregunta ※C車mo seefect迆a la adopci車n del CRM en las PME?, teniendo como objetivo analizar los factores cr赤ticos de suceso para la adopci車n del CRM en las PME. Para tanto, fueron realizados estudios de casos  en tres empresasportuguesas. Como fuente de colecta de datos, se realizaron entrevistas y an芍lisis de documentossecundarios. Como principal contribuci車n, un an芍l
%K Adop  o de TI
%K Customer Relationship Management
%K Pequenas e M谷dias Empresas
%K Fatores Cr赤ticos de Sucesso
%U http://www.revistas.usp.br/rege/article/view/49905