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Marcus Schögel
Title
Prof. Dr.
Last Name
Schögel
First name
Marcus
Email
marcus.schoegel@unisg.ch
Phone
+41 71 224 2833
Homepage
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1 - 7 of 7
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PublicationThe Crucial Role of Generative Learning for Customer Relationship Performance(American Marketing Association, 2011-02-18)
;Arndt, OliverSrinivasan, R.Recently managers and academics have raised issues about the performance effects of customer relationship management. Our study addresses this skepticism and advances research by introducing a firm's generative learning orientation as a crucial factor for customer relationship performance. Data from a crossindustry survey of 199 CEOs, CMOs and Senior Marketing Executives reveal that generative learning does affect customer relationship performance directly. Moreover the interaction of customer relating capabilities and generative learning orientation contributes significantly to customer relationship performance. We conclude that a pronounced generative learning orientation is crucial for firms to fully benefit from their competences in customer relationship management.Type: conference paperVolume: Vol. 22 -
PublicationOptimizing CRM: Customer-Focused Capabilities in a Path-Dependent Organizational Setting( 2007-06-29)
;Arndt, OliverType: conference paper -
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PublicationChange Management - Strategischer Erfolgsfaktor bei der Umsetzung kundenorientierter Strategien(Verlag Industrielle Organisation, 2008)
;Arndt, Oliver ;Stadelmann, Martin ;Wolter, SvenTroesch, MireilleType: book section -
PublicationLive Events als Aktionsbasis für Kundenbeziehungsmassnahmen( 2008)Arndt, OliverType: book sectionVolume: forthcoming
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PublicationLife Events als Schlüssel zum CRM der Allianz(Gabler, 2007)
;Arndt, OliverType: book section