Database Marketing has emerged as the technological means of achieving competitive advantage through the development and retention of customer relationships, but not all companies in the services sector have been successful in moving beyond operational benefits to strategic use. This article...

This paper presents a case analysis of a successful scenario intervention in an organization. This intervention is compared and contrasted with an unsuccessful one reported in Hodgkinson and Wright [Confronting strategic inertia in a top management team: learning from failure, Organization...