Novicevic, Milorad; Sloan, Hugh; Duke, Allison; Holmes, Erin - In: Journal of Management History 12 (2006) 3, pp. 306-318
Purpose – The purpose of this paper is to delve into Barnard's works to construct foundations of customer relationship management (CRM). Design/methodology/approach – The paper identifies Barnard's insights on customer participation using a post‐analytic method and uses them as inputs to...