THE CORRELATION BETWEEN BUSINESS STRATEGY, INFORMATION TECHNOLOGY, ORGANISATIONAL CULTURE, IMPLEMENTATION OF CRM, AND BUSINESS PERFORMANCE IN A HIGH-TECH INDUSTRY

Abstract

This paper studies the high-tech industry, probing the correlation between type of business strategy, use of information technology, type of organisational culture, implementation level of customer relationship management (CRM) activities, and business performance. Results show that the better the implementation of CRM activities, the stronger and more positive is its influence on business performance. To enhance business performance, it is necessary to strengthen the differentiation strategy, the use of information technology, and the implementation of CRM activities; to integrate the characteristics of the four cultural types into the competing values framework; and to enhance the implementation under these four cultural types.