Competitive Analysis of CRM Strategies Using Analytic Hierarchy Process

The purpose of this thesis is to identify the needs of web-based CRM in PT ASP and also to design the suitable CRM for the company. The research method is by analyzing competitions in the industry with Porter’s five forces analysis and formulating framework in input stage, matching stage, decision stage to choose the best strategy for the company. From the analysis of formulating strategy, it could be concluded that market penetration strategy is the best strategy for PT ASP. Market penetration strategy is an approach of web-based Customer Relationship Management (CRM) to increase service quality for customers and company introduction to broaden community. Web-based CRM design is suitable for PT ASP based on interview conclusion using 5 features (5C) from the 7 features (7C) in web design elements.

PT. Home Center Indonesia is one of the companies engaged in the sale of furniture and home decor. The problem faced by the company at this time is that there is no computerized system to help manage the company's relationship with customers, so the company cannot directly contact customers quickly. In addition, customer data is still stored in Microsoft Excel which is considered less efficient, and there is no data backup which results in data at risk of being damaged or even lost. Therefore, to handle these obstacles, a web-based Customer Relationship Management (CRM) information system was created with system modeling using the Unified Modeling Language (UML) and using the PHP programming language and MySQL as a database, so that it can overcome obstacles in managing company interactions with customers and increase company competitiveness.

Customer Relationship Management (CRM) plays a crucial role for businesses as technology advances and consumer demands continue to rise. However, CRM implementation faces challenges from both external and internal factors within an organization. Ineffective CRM implementation can lead to customer dissatisfaction, decreased loyalty, reduced profitability, and missed business opportunities. This research aims to improve the MILKY CRM loyalty program by identifying the key root causes and proposing alternative solutions, ultimately determining the best alternative to enhance the program. The methodology includes in-depth interviews and analysis using the Kepner-Tregoe framework, which involves problem analysis, decision analysis, and potential problem analysis. Supported by external and internal analyses such as Porter’s Five Forces, Customer Journey Mapping, and an Integrated CRM Scorecard, the results are then utilized for a SWOT analysis. The problem analysis identified 21 attributes as the root causes affecting MILKY CRM loyalty program performance. These attributes include Consumer Behaviour Change, Aggressiveness of Competitors, CRM Agency Capability, Healthcare Apps Strategic Partnership, Potential New Segments generated by New Entrants, CRM Differentiation, Strong Brand Reputation, Content Management, Ability Services Program, Customer Engagement, Customer Experience Improvement, Win Back Lapsed Customers, Incomplete metrics tracking on CRM scorecard, Financial Budget Constraints, Personalization Services & Rewards, Digital Acquisition Transition, Segmentation & Tiering Review, Balancing Strategy on Customer Acquisition & Retention, IT System Capabilities, and Human Capability on CRM. In the decision analysis section, alternative solutions were generated through TOWS analysis, and the best alternative was determined using the Analytical Hierarchy Process (AHP) tool. The top chosen strategy, Strategy #2: Optimizing CRM & Organizational Strategies for Enhanced Customer Engagement & Operational Efficiency (W/O Strategies), is recommended for future improvement. Focus areas include communication, resources, technology, and KPI metrics to mitigate potential problems. Overall, this research provides valuable insights and recommendations for enhancing the performance of the MILKY CRM loyalty program, ensuring its effectiveness in meeting customer needs and driving business success.

PurposeDue to the recent development of Big Data and artificial intelligence (AI) technology solutions in customer relationship management (CRM), this paper provides a systematic overview of the field, thus unveiling gaps and providing promising paths for future research.Design/methodology/approachA total of 212 peer-reviewed articles published between 1989 and 2020 were extracted from the Scopus database, and 2 bibliometric techniques were used: bibliographic coupling and keywords’ co-occurrence.FindingsOutcomes of the bibliometric analysis enabled the authors to identify three main subfields of the AI literature within the CRM domain (Big Data and CRM as a database, AI and machine learning techniques applied to CRM activities and strategic management of AI–CRM integrations) and capture promising paths for future development for each of these subfields. This study also develops a three-step conceptual model for AI implementation in CRM, which can support, on one hand, scholars in further deepening the knowledge in this field and, on the other hand, managers in planning an appropriate and coherent strategy.Originality/valueTo the best of the authors’ knowledge, this study is the first to systematise and discuss the literature regarding the relationship between AI and CRM based on bibliometric analysis. Thus, both academics and practitioners can benefit from the study, as it unveils recent important directions in CRM management research and practices.

Purpose The objective of this study is to explore the structural attributes of the pharmaceutical industry before the onset of the COVID-19 pandemic by examining the relationship between inventory and firm performance and developing a taxonomy of pharmaceutical firms based on the earns-turns matrix. Design/methodology/approach This study examines the inventory–firm performance linkage, considering both total inventory and its discrete inventory components in pharmaceutical firms. In addition, this research develops a new taxonomy of pharmaceutical firms based on the earns-turns matrix. A large panel dataset of firms in the US pharmaceutical industry was collected for the period 2000–2019. Findings The results reveal that strategic groups identified based on this taxonomy show different levels of profitability and inventory turns in the earns-turns matrix. Most pharmaceutical firms moved from the low-right to the top-left section in the earns-turns matrix, indicating that these firms have generally pursued profitability rather than effective inventory management. Research limitations/implications This study explores the structural attributes of the pharmaceutical industry using the earns-turns matrix. This two-dimensional analysis may not, however, capture the full complexity of inventory–firm performance dynamics. Practical implications The mapping of strategic groups on the earns-turns matrix provides a useful tool for visual representations of the dynamics of strategic groups in terms of financial performance and inventory management performance. Practitioners can use the earns-turns matrix to benchmark their firm's position against their competitors. Originality/value This study broadens the scope of operations management research by introducing the earns-turns matrix as an empirical validation tool for operational and strategic management theories. This study emphasizes the effectiveness of the earns-turns matrix in analyzing strategic groups of pharmaceutical firms.

Social media has received considerable research attention in various academic disciplines but is still in its infancy in operations management. In particular, the existing literature does not provide sufficient empirical evidence on how social media technologies affect a company’s supply chain relationships. Thus, this study conceptualized the role of social media in forming supply chain networks between a focal company, suppliers, and customers, based on social network theory. This study also empirically investigated the impact of social media technologies on supplier and customer relationship management using sample data from U.S. industrial organizations. Hypotheses were verified through the structural equation modeling analysis. Sample analysis has proven that social media has a significant positive impact on the operational efficiency of supplier and customer relationship management. In addition, the evidence from this study suggests that social media networks built into supply chain relationships function as a source of knowledge resources that can create a competitive advantage, especially for focal companies. This study also contributes to research methodology by introducing alternative mitigation methods for common method biases that often occur in survey-based data collection. Finally, we discussed the implications of the study findings for practice and research, along with limitations and future research directions.

For the past few years, the pharmaceutical industry has made rapid growth. The changes are being made in information technology each passing day. This development has automated almost all the data storage and retrieval tasks on different levels. This paper has discussed a case study on “Merck-Medco,” whose operational employees faced difficulties in data retrieval. This paper has analogies from a research paper that have also been put forward on Merck-Medco. According to this research report, Merck-Medco has an ineffective implementation of Customer Relationship Management. This study discusses all the major and minor problems regarding this and suggests some solutions that can be proved beneficial to improve Customer Relationship Management’s efficiency. This study has recommended solutions that would improve the integration of systems. Also, this paper put forward the proof on how information technology can play such a vital role to boost Customer Relationship Management’s Operational efficiency by analyzing all present market dynamics such as differentiation strategies, Firms value chain analysis, and porters five forces.

The productivity of research effort in the US pharmaceutical industry: a statistical approach

Organizations have found that functional approach to business destroys flexibility and agility by gaining experience over the time. The main weakness with Task-based organizations is that they can hardly act flexibly and adapt themselves to the changing environment. In today’s' dynamic and competitive business world, organizations focus significantly on managing and improving their business processes. Therefore, nowadays to be survived and successful, certainly, the process approach must be followed. In addition, organizations having such improvement and innovations are looking to create organizational wealth. In this regard, the present study is trying to identify and describe processes from reputable reference models in Customer Relationship Management (CRM) and more importantly to design and streamline CRM processes effectively for organizations in order to improve processes and offer value to customers. In this paper, first, by identifying and explaining CRM reference models, three models were selected based on five criteria (flexibility, Understandability, comprehensiveness, Completeness, and Usability) using Analytic Hierarchy Process (AHP) technique which is relative as follow: SAP, CCOR & PCF. Then, the processes of the three models were extracted and gathered in a comprehensive list to offer a united framework to design CRM processes. Finally, a case study will show the applicability of the proposed model. With this paper, we enrich research by a valuable process framework for developing well-designed reference models.

Customer Relationship Management (CRM) is a crucial strategic approach for managing a company's interactions with customers to foster long-term loyalty. This study is a systematic literature review of recent studies from 2020 to 2024 that examine the relationship between CRM and customer loyalty. It maps the study's position within the existing literature. The results indicate that CRM contributes significantly to customer loyalty by increasing satisfaction and trust. However, there is variation in the influence of CRM components. The study also reveals that most studies focus more on the direct relationship between CRM and loyalty, exploring intervening factors and customer dynamics within the digital ecosystem.

Firms across sectors and regions are highly skewed in their ability to engage with innovation and even more skewed in their ability to translate investments in innovation into higher growth. Recent attention has been placed on the importance of ‘high-growth firms’ (HGF) for innovation policy. Our paper explores under what conditions HGF matter for translating R&D investments into economic growth and how this depends on firm-specific and industry-specific factors. We use quantile regression techniques to study the R&D–growth relationship in HGF compared to low-growth firms. Unlike previous studies, we pay particular attention to whether this relationship depends on the particular period in the industry’s life cycle. We focus on the US pharmaceutical industry from 1963 to 2002 and find that the R&D–growth relationship is sensitive to the changing competitive environment over the industry’s history, which suggests that innovation policy must focus not only on firm attributes but also competitive structures.

Customer Relationship Management in pharmaceutical industry is used to manage and maintain relationship with customers, most importantly healthcare professionals (HCP). Reassessing and improving customer engagement in light of the environment's shifting dynamics will inevitably lead to better access for patients as the final consumers of pharmaceuticals. Initially, covid-19 pandemic social restrictions created new engagement model that depended solely on digital engagement. However, covid-19 instances are declining, and pandemic recovery is accelerating. There are shifting engagement dynamic to be hybrid engagement in Indonesia HCP as well. This opportunity enables pharmaceutical companies to understand HCP’s current preferences. This research aims to build CRM Engagement Strategy with understanding the customer’s perspectives and moderated with internal stakeholders' capabilities and external forces during post-pandemic recovery using case-study approach. The primary research found that pharmaceutical companies have enabled hybrid model that aligns with flexible preferences of HCP that combine face-to-face and digital interactions that address data privacy concerns of HCPs. The result of this research is importance of building CRM arrangement strategy in light of post-pandemic HCP’s preferences. Keywords : customer relationship management; pharmaceutical companies; post-pandemic recovery

Pharmaceutical industry in India is one of the fastest growing industries in the country today, growing with an average CGAR of 8.5% with an approx. market size of approx. 2 trillion. The relevance of the Indian Pharmaceutical industry can be measured by the fact that today India is considered as the Pharmacy of the World. However, the industry is now experiencing a rapid change because of the changing scenario in the field of Pharmaceutical Marketing. The dependence of marketing strategies on Key Opinion leaders or decision maker Doctors had given rise to newer trends of marketing strategies to win over the confidence of KOLs. In the current scenario the most important tool which Pharma companies use to retain their KOLs is Customer Relationship management initiatives. Although Indian Pharmaceutical companies are practicing these CRM based marketing since last 2-3 decades or so, there seems a huge paradigm shift from traditional mode of customer relationship management (CRM) to the highly advanced and intuitive means of CRM initiatives, which are in practice now a days. This paradigm shift which was happening at a steady pace, have been hastened due to the sudden emergence of Covid-19. This paper tries to explore these changing trends of CRM marketing strategies adapted by the Indian Pharmaceutical industry, in the field of pharmaceutical marketing in India & the extent of their impact on medical practitioners in India, for whom they are designed.

Academy of Management Annual Meeting Proceedings includes abstracts of all papers and symposia presented at the annual conference, plus 6-page abridged versions of the “Best Papers” accepted for inclusion in the program (approximately 10%). Papers published in the Proceedings are abridged because presenting papers at their full length could preclude subsequent journal publication. Please contact the author(s) directly for the full papers. ArticlesHEALTH CARE MANAGEMENT Conference Paper Abstracts.Published Online:30 Nov 2017https://doi.org/10.5465/ambpp.2005.18778671AboutSectionsPDF/EPUB ToolsDownload CitationsAdd to favoritesTrack Citations ShareShare onFacebookTwitterLinkedInRedditEmail AbstractThe article presents a section of abstracts on conference papers in Health Care Management. They include "Understanding Mental Health Treatment in Primary Care with Patient-Physician Interaction Data," examining the mental health treatment process; "Vertical Integration Between Community Hospitals and Nursing Facilities," about resource dependancy theory; and "Downstream Integration and Competitive Strategies in the US Pharmaceutical Industry," regarding vertical integration.FiguresReferencesRelatedDetails Vol. 2005, No. 1 Permissions Metrics in the past 12 months History Published online 30 November 2017 Published in print 1 August 2005 InformationCopyright of Academy of Management Journal is the property of Academy of Management and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder’s express written permission. However, users may print, download, or email articles for individual use.KeywordsABSTRACTSPHARMACEUTICAL industryVERTICAL integration -- AbstractsHOSPITALS -- AbstractsMENTAL health counseling -- AbstractsPHARMACEUTICAL industry -- AbstractsNURSING care facilities -- AbstractsRESOURCE allocation -- AbstractsRESOURCE managementDownload PDF

In 2018, China’s National Healthcare Security Administration initiated a transformation of drug procurement towards national volume-based procurement (NVBP) of drugs, which disclosed the quantity information in the procurement auction, effectively reducing drug prices. We aim to theoretically and empirically shed light on the markup channel for the price effect, and explore the welfare effect of NVBP reform. Based on the price discovery mechanism of reverse auction and the comparative analysis of the centralized procurement system before and after the reform, this study theoretically analyses the effect of the NVBP on pharmaceutical companies’ pricing strategies and the welfare consequences of the policy. Our theoretical model predicts reduced drug prices and increased procurement volume after the reform. We then empirically test these predictions by performing a difference-in-difference (DID) exercise on pharmaceutical firms’ markups and sales. The DID results show a significantly negative impact of NVBP on pharmaceutical firms’ markups (−0.0378, significant at 1%), a significantly negative effect of NVBP on markups for the chemical medicine producers with a larger scale of coefficient (−0.0411, significant at 1%), while a negative but insignificant coefficient for the other medicines (−0.0219). The results also show a significantly positive effect of NVBP on pharmaceutical companies’ sales (0.148, significant at 1%). The NVBP reform reduced the markups of pharmaceutical firms. The chemical medicines, which were highly exposure to the policy shock, were affected significantly, while the effect on the other types of medicines is weak. The NVBP reform also promoted the sales of medicines, and thus improved the social welfare. A further mechanical analysis shows that these results are mainly driven by a removal of market uncertainties, corruption, and transaction costs in the procurement process.