Hien Nguyen Thi Minh , pp. 65. MAM/Sektionen för Management, 2012.
Customer Relationship Management (CRM) refers to a set of management procedures that allow firms to manage their interactions with customers. On the other hand, building close relationship with customers is also a capability that helps to enhance innovation performance (Battor & Battor, 2010).
While former studies have put an emphasis on individual users and their roles in the innovation process, we focus on user firms and aim to develop a framework for innovating with B2B2B users in a complex setting by organizing CRM.
Case study has been conducted to explore the value creating processes and encounter processes of a producer, its distributors, and its users. Empirical findings show that our proposed framework can be applied to manage the interaction between these firms. In doing so, it can also foster innovation process of the producer.