Customer Relationship Management (CRM): An Approach for Transforming the ’Myth’ of CRM Success into Dual-Creation of Value

THE "MYTH" OF CRM SUCCESS Commonly, the term 'myth' refers to a false account of history. In a child's eye, a 'myth' is a story with gods or supernatural heroes as the main characters. A contemporary view of a 'myth' might conjure Spiderman or Wonder Woman to one's mind. Childhood lets us revel in the idea of places and events beyond explanation or prediction as a way to spread our creative wings and enlighten our play.

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