CRM Implementation in SMEs: A conceptual model

There is an increasing number of SMEs implementing CRM programs to compete effectively in global markets, yet there is limited understanding of the complex issues involved in the operationalization process. There is a need not only to understand CRM implementation in SMEs from a practitioner perspective (that is to improve SME competitiveness in the market), but to advance wider CRM theory, specifically to understand the operational process of CRM implementation in SMEs. The paper develops a conceptual model of CRM implementation in an SME organizational context by a collective approach of revisiting CRM theory, applying relevant established theories outside the relationship marketing domain, and drawing upon findings from an exploratory case study.