Structural Change with the Help of a Strategic Performance Cycle: How Can More Women Reach Top Management Positions During and After the COVID-19 Crisis?

Binder, Bettina C. K.

doi:10.1007/978-3-030-76575-0_11

Cited by 1 publication

(2 citation statements)

References 12 publications

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“…During the COVID-19 pandemic, due to several restrictions, the establishment of relationships with the customers through interactions became difficult, thus impeding CRM activities. In this situation, the relationship between the customers and the MNEs could be improved by using social CRM activities (Malthouse et al ., 2013; Rogers, 2015; Kupper et al ., 2015; Galib, 2018; Binder, 2022). CRM activities include analyzing customer data, and as there is a huge volume of data, using artificial intelligence (AI) is perceived to be the best way for the MNEs to carry this out.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Global virtual support is perceived to help MNEs to adopt this hybrid technology to improve international marketing management during the COVID-19 pandemic (Binder, 2022). Moreover, due to the complexity of customer interaction, contacting them by telephone, in weblogs, or in person is deemed to be inadequate (Malthouse et al ., 2013), and social CRM is perceived as the new way for interacting (Galib, 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

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International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic

Chatterjee¹,

Chaudhuri²,

Thrassou³

et al. 2023

IMR

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PurposeThe research empirically examines the role of artificial intelligence (AI) integrated with social customer relationship management (SCRM) in multinational enterprises (MNEs) towards international relationship management under social distancing conditions due to the COVID-19 pandemic.Design/methodology/approachThe study initially undertakes pertinently focused theoretical research in the fields of international marketing, knowledge management, and customer relationship management. And, utilizing the theories of resource-based view (RBV) and dynamic capability view (DCV) theory, the study develops a theoretical model that is subsequently empirically validated through a survey and structural equation modeling.FindingsThe study highlights the importance and means of adopting AI-integrated social CRM by MNEs, in the context of international relationship management, under the Covid-19 social distancing conditions. The study more specifically elucidates the role and significance of MNE leadership approach and support towards the adoption of AI-integrated social CRM systems and, ultimately, performance improvement of MNEs under such conditions.Research limitations/implicationsThe study presents insights and prescriptive explications on a topic at the heart of state-of the-art technology-based international marketing in the explicit context of the primary business-defining environment of the Covid-19 pandemic. The research provides practicable suggestions to MNEs' leadership towards the adoption of an AI-integrated social CRM system. And the study presents a unique model for international relationship management under social distancing conditions, potentially applicable during other crises.Originality/valueThe research is original and on a ‘fresh’ topic that combines the latest technological advancements in business (AI-integrated CRM) with the present critical business context (pandemic). The research develops a tested theoretical model that (a) is unique in its field; (b) provides a solid foundation for further research; (c) bears generic value and application during other-than-Covid-19 conditions; and (d) enhances the understanding of important fields of international marketing, including international customer relationship management and global knowledge management.

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