1260, Roanoke Street, Woodbridge, NJ-07095, U.S.A. Ph: 01-732-925-9314; E-mail: darshudesai@gmail.com.
2Institute of Petroleum Management, Gandhinagar Highway, Raisan, Gandhinagar - 382 007, Gujarat, India. Ph: 91-79-23276911 - 18; Fax: 91-79-23276364; E-mail: prof.subratsahu@gmail.com.
All over the world, change management has found to be very crucial for CRM success. However, the CRM change management does not work the same way across different contexts. Few studies in developed countries assume that a set of prescriptive CRM change management activities works well in any ‘given’ context. These studies ignore the interplay of organizational actions and the broader context. Drawing on the institutional theory, this study explores this interplay; based on the repertory grid data collected from Indian organizations, it finds how structural and cultural context of an emerging country affects CRM change management activities.
Customer Relationship Management (CRM), CRM change, change management, emerging countries, institutional theory, socio-cultural context, national context, repertory grid technique
