Cultural dimensions and CRM systems: a structurational analysis

Abstract

Cultural dimensions are often identified as a crucial influence on the success or failure of Information Systems in general and Customer Relationship Management Systems (CRM) in particular. Several researchers have suggested ways in which management can accommodate these dimensions or solve the problems they may pose. Ali& Alshawi (2005) have proposed a cultural concerns framework for the management of CRM systems implementation in the multinational environment. In this paper the authors test that framework by conducting a qualitative comparative case study in a large multinational organization in two countries. The authors have investigated the implementation of CRM systems within the same organization in Egypt and UK. Using observation, document analysis and interviews, qualitative data has been extracted and has been used by the authors to develop a Structurational analysis Walsham (2002) which based on the concepts of Structuration Theory Giddens (1979,1984 ). The authors propose a Structurational analysis of their comparative case study to drive from that the cultural dimensions which may have impact on CRM systems implementation and operation in multinational environment.