A Framework for Examining IT-Enabled Market Relationships

Market relating capability has the potential to be a sustainable competitive advantage for a firm. Day (2000) describes the three elements of market relating capability as 1) relationship orientation, 2) integrated and aligned processes, and 3) deep knowledge of the customer. Information technology tools have evolved that enable each of these elements, particularly in the areas of Customer Relationship Management (CRM), Enterprise Resource Planning (ERP), and Knowledge Management (KM). This paper describes a framework for examining the technology available in each of these areas for enabling market relating capability.

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