The practice of introducing new technologies into the corporate environment has become a well-accepted principle for sustaining or advancing competitive advantages. The current study focuses on the environmental and managerial factors associated with the successful utilization of new technologies. To this end, the suggested framework examines the efforts put forth by the two parties involved (the firm buying and the firm supplying the new technology). We use 112 matched data collected from the suppliers and buyers of the customer relationship management (CRM) system in business-to-business markets. We find that the perceived turbulence of business environments stimulates adaptive efforts from both the supplying and buying firms, which may lead to a high level of utilization of new technologies for the buying firm.Most organizations introduce new technologies into their corporate environment with the strategic intent of sustaining or advancing their competitive positions in the marketplace. Innovation is the lifeblood of firms that determines their chances of survival and growth in dynamic markets (Cane 2006). While many organizations derive benefits from such investments, recent reports suggest that these cases may be in the minority (Tidd et al. 1997). One reason for this phenomenon is the firm's failure to attain a sufficient level of organization-wide utilization of the purchased technologies (Swanson and Ramiller 1997;Trott 1998). Previous literature on innovation focuses on a number of issues associated with the decision to procure organizational technologies such as the buying firm's corporate structure or disposition towards innovativeness, but the seller's role in the process has been neglected.The purpose of this paper is to advance the understanding of the organizational utilization of technology by pushing the scope of research in two distinct directions: (1) to look beyond the initial decision to purchase and to the phase of utilization; and (2) to widen the framing of the research problem to include seller's effort. Towards this end, we explore how factors intrinsic to the buying firm (the proactive purchase of new technology and the scope of participation of the buying center) and the seller's post-sale services may expedite the utilization of a new technology within the buying firm.The technology selected for the current study is the customer relationship management (CRM) system. Specifically, the CRM software package is designed to improve any given organization's customer retention level by integrating the front-and back-offices with access to the firm's customer records. That is, by integrating customer records with the firm's accounting, inventory, and distribution data, the CRM software should facilitate speedier service to customers, minimize errors in fulfilling orders, and improve overall sales productivity and organizational efficiency. Moreover, the flexibility of CRM systems enables them to be customized according to the needs of the user firm: i.e., installing software packages into the...