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What is Analytical CRM

Chapter 2
Handbook of Research on Increasing the Competitiveness of SMEs
The software tools that help in the generation of analysis of data that come from the Operational CRM and/or other sources that supplement the information available on CRM ( Fernández and Navarro, 2014 , p. 26).
Published in Chapter:
Organizational Components That Explain Profitability as a Key Factor of Competitiveness: Colombian SMEs' Case
Maria Teresa Ramirez-Garzon (La Salle University, Colombia), Rafael Ignacio Perez-Uribe (EAN University, Colombia), and Rafael Espinosa-Mosqueda (University of Guanajuato, Mexico)
Copyright: © 2020 |Pages: 28
DOI: 10.4018/978-1-5225-9425-3.ch002
Abstract
This chapter explains one of the hypotheses of the results of a basic research of the Ramírez-Garzón doctoral thesis entitled, “Organizational components that explain the profitability of Colombian SMEs,” which focused on the application of the Model of Modernization for organizational Management (MMOM) and the Return on Assets (ROA) in 144 Colombian SMEs. The chapter affirms there are organizational components that explain profitability in Colombian SMEs as a key factor for business competitiveness. The multiple regression analysis was used as a statistical method to correlate the organizational components of the MOMM and the ROA of those SMEs. It was found that the components that explain preferentially between 20% and 23% the profitability of the companies analyzed in light of the ROA are: strategic direction, production management, human management, logistics, and innovation and knowledge.
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