Siemens: systematizing, CRM and senior executives : How major companies should “get with the program”

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – This is a useful case study of how a blue chip has successfully implemented a CRM program, and analysis of how this could work “in the real world” which is so often absent from an academic article. Practical implications – The evidence of growth potential is particularly illuminating, and will back up any CRM project involving senior executives when presented to the Board. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.