Ullah, Abid; Iqbal, Shahid; Shams, S.M. Riad - In: Competitiveness Review: An International Business Journal 30 (2020) 1, pp. 59-77
Purpose: Customer relationship management (CRM) is instrumental to attain and sustain organizational competitive advantage. Innovation in terms of CRM adoption is the key to gain competitive advantage, and being innovative is dependent on how well organizations know about changing demands of...
