O ORGANIZATIONAL LEARNING PROCESS IN IMPLEMENTATION OF A NEW CRM SYSTEM IN A TECHNOLOGY COMPANY
Keywords:
Organizational Learning; Framework 4I; System Implementation ProcessAbstract
The objective of this article is to investigate the organizational learning process during the implementation of a new Customer Relationship Management (CRM) system in a technology company from the South Region of Brazil from the 4I framework. The information was collected through interviews from a semi-structured script. The results show that the intuition to implement CRM came about by identifying a problem. The interpretation was given by the understanding of the company's situation and by means of the analysis of the tools to solve the problem found. Integration occurred when decisions came to be understood and accepted at the group level. The process of institutionalization is still incipient. Based on the information collected, it is believed that the implementation of a new CRM can add value to the organizational resources and result in a competitive differential for the organization.
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