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PurposeEfforts made in extant literature to link the components of customer relationship management (CRM) strategy to its implementation are insufficient. This paper aims to provide insights on the core components of CRM and the implementation of CRM strategy.Design/methodology/approachA case study of CRM implementation at a large Swedish firm was carried out using open‐ended, face‐to‐face and telephone interview methods to collect data from key informants at both strategic and operative levels. The empirical studies focused on technical and cognitive aspects necessary for successful implementation of a sustainable CRM strategy.FindingsResults show that relationships are not only a tactical weapon, but represent a different, strategic approach to buyer‐seller exchange. Findings also show that implementing sustainable CRM strategy requires the endorsement by and commitment from top management, systematic cross‐functional communication, and mandatory customer loyalty training programmes for all employees.Research limitations/implicationsAttempts made in extant literature to define CRM have been varied. A theoretical model on which future empirical analysis should be based when conceptualizing CRM should consist of a business strategy, a business philosophy and a database application, thereby forming a tripod.Practical implicationsCRM is a strategic business and process issue, not merely a technology solution as most often conceived in practice. The CRM process is a continuous learning process where information about individual customer is transformed into a customer relationship.Originality/valueA process‐oriented integrative framework that facilitate successful implementation of a sustainable CRM strategy. It links components of CRM strategy with the key dimension of its implementation. The depth of the anchorage of this paper in the body of literature is a contribution.

STRUCTURED ABSTRACTPurpose: This paper aims to contribute to a growing body of service recovery knowledge by examining the relationship between service recovery, consumer satisfaction and loyalty in a commercial banking environment. Design/methodology/approach: A conceptual framework encompassing the concepts of service recovery, communication, customer satisfaction and customer loyalty in the commercial bank setting is developed. A questionnaire is designed to focus on issues related to efforts made to investigate causes of service failure and to develop recovery strategies that meet customer expectations of how their banks should handle such problems. Findings: Results show that communication had a significant relationship with service recovery and that higher levels of redress independently increase positive consumer responses. The findings also show that the interaction of employee responsiveness and courtesy can also have a positive impact on consumer evaluations. Satisfaction was highest and negative word-of-mouth intentions lowest only under conditions of high responsiveness and courtesy. Research limitations/implications: Service recovery is process-oriented, and does not assess whether the reported problem that led to the actual complaint has actually been resolved. This aspect of the study opens a number of directions for future research with the goal of increasing the still limited understanding of Service Recovery issues in commercial banks. To achieve an indepth view, a more comprehensive qualitative study that pursues the same research questions may be appropriate. Practical implications & Originality: An implication is that, when managing complaints related to customer dissatisfaction, the approaches undertaken by service quality leaders should aim to provide just resolutions/fairness in service recovery. This study also provides insight into a company's customer relationship management practices. However, in order to encourage customers to complain directly, a company needs to enhance the perception of a possible outcome if complained to. A conceptual framework is developed and used to investigate the relationship between service recovery, consumer satisfaction and loyalty

PurposeIs non‐sequential internationalization process solely technology enabled or a product of mutually interdependent forces? This paper aims to show that even though the sequential approach in the process model is intuitively appealing, not all firms follow such a path. Hence, integrated framework to explain how the international market entry process has changed with respect to the sequential approach is presented.Design/methodology/approachThe data banks of the Swedish Trade Council and the Chambers of Commerce are used to identify small and medium‐sized enterprises (SMEs) with between 50 and 250 employees (in compliance with European Union's definition of SMEs). Data are collected through the use of questionnaires and in‐depth interviews from 60 Swedish SMEs operating in other countries and foreign SMEs operating in Sweden that tends not to develop in incremental stages with respect to their international.FindingsSome of the findings are: that the sequential model is by no means reflective of, or appropriate for all firms' approaches to international business; the usefulness gained by using an international network approach to study the international activity of a firm; and the interplay between the identified driving forces behind a non‐sequential internationalization process.Research limitations/implicationsEven though market entry patterns of firms investigated demonstrate a non‐sequential internationalization process, they are still within the general theoretical framework where the basic assumption of the sequential internationalization model can maintain its validity. Firms are indeed exposed to irrecoverable transaction costs that hamper their behaviours and complicate export supply responses in international markets. However, the magnitude of the costs and speed of internationalization is dependent on the ability of the firms to take advantage of the enablers of non‐sequential internationalization pattern. This is particularly important for firms to and from developing countries and emerging markets and their propensities to succeed in their internationalization endeavours.Originality/valueKnowledge acquired from the empirical study of firms that tend not to develop in incremental stages with respect to their international activities, and therefore start international activities by entering very distant markets and multiple countries right from birth without prior experience, is used to develop an integrated framework which aptly depicts that non‐sequential internationalization process is not solely enabled by technology, as commonly envisaged in literature, but a product of mutually interdependent forces. Consequently, this study provides a holistic view on the driving forces behind the rapid internationalization process encountered by many SMEs today.

Purpose The purpose of this paper is to analyze friction and controversies with interaction processes and their effects on forming new resource interfaces, through the lens of boundary objects. Design/methodology/approach The empirical setting consists of two organizations that are trying to enhance their competitive advantage through digitalization. During the process of data collection four different boundary objects were identified. The study illustrates how these boundary objects were characterized in terms of their modularity, standardization, abstractness and tangibility. This paper provides an analysis of how respondents perceived that the development of these boundary objects affected the creation of novel resource interfaces, and the resulting friction and controversy between new and old structures. Findings The study concludes that within a producer–user setting a focal boundary object will take on tangible and standardized properties, and the interaction process will expose friction in terms of both power struggles and resource incompatibilities. On the other hand, a boundary object’s modularity gives the actors central to the interaction room to maneuver and avoid resource incompatibilities and the development setting will hence be characterized by controversies. Originality/value The analysis indicates that the way individuals perceive boundary objects is central to interaction processes, answering calls for studies that investigate the role of objects within subject-to-object interaction.