Leveraging organizational knowledge vision through Strategic Intelligence profiling - the case of the Romanian software industry

Gianita Bleoju, Alexandru Capatina


This paper presents the empirical testing of a Strategic Intelligence profiling tool customized for software development companies that we have previously designed, through an abductive methodology. We conducted a quantitative survey to identify the associations between the strategic profiles embedded into the profiling tool (Intelligence Provider, Vigilant Learner, Opportunity Captor and Opportunity Defender) and four variables with high impact on organizational knowledge: strategic scope, organizational agility, organizational cultural change process and the approach of competitors. We found that the relevance of our Strategic Intelligence tool’s variables is a consistent base for testing the robustness of the model in software industry, in order to validate the profiling instrument. We consider that the originality of the Strategic Intelligence profiling tool, tailored to software industry requirements, resides mainly in the foresight capability of the firm, which is highly dependent on less acknowledgeable factors such as: anticipative versus non-anticipative signal processing; the profile specific equilibrium of recognitional versus analytical strategic decision and rising the actionability of tacit managerial knowledge through collective intelligence reliability. 


CRM, QoE, QoS, Qp, Mobile services, Business Intelligence, ERP

Full Text:



Arndt, J. (1979), “Toward a concept of domesticated markets”, Journal of Marketing, vol. 43, pp. 69-75.

Ajzen, I. (1991), “The theory of planned behavior,” Organizational Behavior and human Decision Processes, 50, 179-211.

Almquist, E., Heaton, C. and Hall, N. (2002), “Making CRM make money”, Marketing Management, Chicago, 11, 3, 16-21.

Andreani, J. and Conchon, F. (2005), “Methods of analysis and interpretation of qualitative studies”, Marketing Conference Proceedings 2005, www.escp-eap.net.

Averous, B. and Averous, D. (2004), “manage and measure the quality of service, the method CYQ», INSEP consulting editions, p5.

Allard, P. and Guggémos, P.A. (2005), “CRM: the key to success”, organization Edition, Paris2005.

Allard, P. and Derringer, D. (2000), “Customer relationship strategy”, Dunod, Paris

Alireza, F. (2010), “The Critical Success Factors for Implementation of CRM and Knowledge Management in a Work Setting”. 3PGCIC, 140-148.

Bardin, L. (1977), “Content analysis”, PUF

Bose, R. (2002), “Customer relationship management: key components for IT success”, Industrial management & Data systems, Vol. 102, 89-97.

Boulding, W., Staelin, R. and al. (2005), “A Customer Relationship Management Roadmap: What Is Known, Potential Pitfalls, and Where to Go”, Journal of Marketing, Vol. 69, No. 4, pp. 155-166.

Bohling, T. and al. (2006), “CRM Implementation: Effectiveness Issues and Insights”, Journal of Service Research, 9, 184-194.

Buttle, F. (2001), “The CRM value Chain”, Marketing Business, volume 96, p 52-55.

Chang, H. and Young, G. (2007), “Critical Factors and Benefits in the implementation of customer Relationship Management”, Total Quality Management, Vol. 18, N°5, 483-508, July 2007.

Chen, J-S. and Russell, K.H.C. (2007), “The effects of Mobile Customer Relationship Management on customer Loyalty: Brand image Does Matter”, Proceeding of the 40th Annual Hawaii International conference on system sciences, IEEE 2007.

Chen, J-S., Yen, H-J-R. and Li, E. (2009), “Measuring CRM Effectiveness: Construct Development, Validation and Application of a Process-Oriented Model, Total Quality Management and Business Excellence”, SCCI journal, vol. 20(3).

Chen Y-H., Su, C-T. and Sha, D.Y.(2006), “Linking innovative product development with customer knowledge: a data-mining approach”, Technovation, Volume 26, Issue 7, July 2006, Pages 784–795.

Chen, P. and El Zarki, M. (2011), “Perceptual View Inconsistency: An Objective Evaluation Framework for Online Game Quality of Experience (QoE)”, IEEE 2011.

Chumpitaz, R. and Swaen, V. (2004), “The perceived quality as a determinant of customer satisfaction in business-to-business. An empirical study in the telephony sector”, Marketing Research and Applications, 19, 2, 31-52.

Coase, R. H. (1937), "The Nature of the Firm," Economica, 4,386-351.

Crosby, L.A. and Johnson, S.L. (2002), “High performance marketing in the CRM era”, Marketing Management, pp. 10-11

Churchill, G.A. and Suprenant, C. (1982), “An Investigation into the Determinants of Customer Satisfaction”, Journal of Marketing Research, Vol. 19, No. 4, Special Issue on Causal Modeling, pp. 491-504

Coovi, B. (2010), " Customer lifecycle management: proposal of a conceptual model of evaluation of the use of CRM software ", Portfolio Management. Auvergne University, Clermont-Ferrand I, French.

Dwyer, F.R., Schurr, P.H. and Oh S. (1987), “Developing buyer -seller relationship”, Journal of marketing, 51, 11-27.

Dalziel, N., Harris, F. and Laing, A. (2011), "A multidimensional typology of customer relationships: from faltering to affective", International Journal of Bank Marketing, Vol. 29 Iss: 5, pp.398 – 432

Dillon, A., Morris, M.G. (1996), “User acceptance of new information technology: theories and models”, Annual Review of Information Science and Technology, 14(4):3-32

Damperat, M. (2005), “Customer relationship approaches: evolution and nature, "1st Conference of Research in Marketing, IRIS Lyon IAE.

Dyché, J. (2001), “The CRM Handbook: A business guide to customer relationship management”, Boston: Addison - Wesley.

Dionne, M. (2001), "To understand the CRM: The logic of Russian dolls", available on www.crmodyssey.com.

Ejaz, R. and al. (2013), “Impact of CRM Practices on Customers Behaviors”, International Journal of Business and Management Invention ISSN, Volume 2 Issue 7, PP.79-88.

Fiedler and al. (2010), “The Psychology of Implicit Emotion Regulation: A Special Issue of Cognition”, Cognition and emotion, volume 25, issue3.

Fishbein, M. and Ajzen, I. (1975), “Belief, attitude, intention, and behavior: An introduction to theory and research”, Reading, MA, Addison-Wesley.

Greenberg, P. (2004), “CRM at the speed of light, essential customer strategies for the 21 st century”. New York: Mc Graw-Hill/ Osborne.

Gentile, C. and al. (2007), “How to Sustain the Customer Experience: An overview of Experience Components that co-create Value with the Customer”, European Management Journal, Vol. 25, N°5, pp.395-410.

Giordano, J.L. (2006), “The perceived quality approach”, Organization editions, p12.

Grönroos, C. (1990), “Service management and marketing: managing the moments of truth” In Service Competition, Lexington Books, New York.

Grabner, K.S. and Modritscher, G. (2002), “Alternative approaches toward measuring CRM performance”, 6th Conference on Relationship Marketing and Customer Relationship Management, Atlanta, 9-12.

Hassenzahl, M. (2008), “User Experience (UX): Towards an experiential perspective on product quality”, University of Koblenz-Landau,

Germany Media City, Abo Akademi University, Finland, www.marc-hassenzahl.de

Huberman and Miles. (1991), “Analyse des données qualitative: recueil de nouvelles méthodes”, Boeck University, Brussels.

Hobby, J. (1999), “Looking After the One Who Matters”, Accountancy Age, 28–30.

Heskett, J. L. and al. (1994), “Putting the Service-Profit Chain to Work”, Harvard Business Review, 72(2), pp. 164-174

Hakansson, H. (1982), “International marketing and purchasing of industrial goods: An interaction approach”, Wiley, New York.

Injazz, J. C. and Popovich, K. (2003), “Understanding customer relationship management (CRM): People, process and technology”, Business Process Management Journal, Vol. 9 No. 5, 2003, pp. 672-688

Johnson, C. and Mathews, B. P. (1997), The influence of experience on service expectations, International Journal of Service Industry Management 8(4): 290-305.

Johnston, R. and Kong, X. (2011), “The customer experience: a road-map for improvement, Managing Service Quality”. Emerald Group Publishing Limited, Vol. 21, No.1, pp. 5-24.

Kilkki, K. (2008), “Quality of Experience in Communications Ecosystem”, Journal of Universal Computer Science, vol. 14, no. 5 (2008), 615-624

Kutner, S. and Cripps J. (1997), “Managing the customer portfolio of healthcare enterprises”, The Healthcare Forum Journal, 40(5), 52-54.

Kaplan, R.S. and Norton D.P. (1996), “The Balanced Scorecard: Translating Strategy into Action”, Boston: Harvard Business School Press.

Khanna, S. (2001), “Measuring the CRM ROI: Show Them Benefits,” available at http://www.crm-forum.com.

Lefranc, E. (2013), "Management of Customer Experience: Beyond satisfaction surveys, the extent of the experience," Thesis: June 2013.

Lambert. D. M, (2010), “Customer relationship management as a business process”, USA, Journal of Business & Industrial Marketing, Volume 25, Number 1, 4–17.

Lamparello, D. (2000), “Doing more for the right customers”, Bank Systems and Technology, New York, 37, 1, R10-R13.

Laghari, K.R. (2012), “On quality of experience (QoE) for multimedia services in communication ecosystem”. Institut National des Télécommunications, 2012. English, NNT : 2012, TELE0008.

Laghari et al. (2011), “QoE aware Service Delivery in Distributed Environment”, Advanced Information Networking and Applications Workshops, Biopolis, Singapore, March 22 - 25, 2011.

Leo Y.M., Alan C.B. and Frederick H.K. (2005), “CRM: conceptualization and scale development”, European Journal of Marketing Vol. 39 No. 11/12, 2005 pp. 1264-1290.

Missi, F., Alshawi, S. and Irani, Z. (2002), “Customer Relationship Management in the EBusiness: Data integration issues”, 7th Conference of the Association Information Management, Hammamet, Tunisia, 19.

Mitra , K. and al. (2011), “A probabilistic context-aware approach for quality of experience measurement in pervasive systems”, SAC '11 Proceedings of the 2011 ACM Symposium on Applied Computing, Pages 419-424

Marion, G. (2001), “Relationship marketing is there?” Marketing Decisions, n°22.

Mckim, R. (2002), “Information: The newest currency”, Target Marketing, Philadelphia, 22, 7, 36-37.

Nguyen, T.H and al. (2007), “strategies for successful CRM Implementation”, information, management & computer security, vol 15, 102 – 115.

Nguyen, B. and Mutum, D.S. (2013), “A review of customer relationship management: successes, advances, pitfalls and futures”, Business Process Management Journal, Vol. 18 No. 3, pp. 400-419, Emerald Group Publishing Limited.

Osarenkhoe, A. and Bennani, A. (2007). “An exploratory study of implementation of customer relationship Management strategy”.Business Process Management Journal, vol13, 139-164.

Oliver, R. (1980), “A Cognitive Model of the antecedents and consequences of satisfaction Decisions”, Journal of Marketing Research, Vol. 17, N°. 4, pp. 460-469.

Peelen, E. and al., (2009), “An empirical study into the foundations of CRM Success”, Journal of Strategic Marketing,Vol. 17, N°6, 453-471.

Parasuraman, A., Zeithaml, V. and Berry,L. (1985), “Alternative scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria”, Journal of Retailing, Volume 70, Issue 3, Pages 201–230

Plakoyiannaki, E. and Tzokas, N. (2002), “CRM: a capabilities portfolio perspectives”, Journal of Data base marketing, 9, 3, 228-237.

Parvatiyar and Sheth. (2001), “Customer Relationship Management: Emerging Practice, Process, and Discipline”, Journal of Economic and Social Research, 3(2), pp1-34.

Pine, BJ. and J.H. Glimore. (1999), “Welcome to the experience economy”, Harvard business review, 76: p. 97-105.

Payne, A. and Frow, P. (2006), “Customer relationship management: from strategy to implementation”, Journal of Marketing Management, 22, 135-168.

Park, C.H and Kim, Y.G. (2003), “A framework of dynamic CRM: linking marketing with information strategy”, Business Process Management Journal, Vol. 9 No. 5.

Peppers. D, Rogers. M, (2004), “Managing Customer Relationship: a strategic framework”, Hoboken, N.J: John Wiley & Sons

Qing, Y. Z and al. (2013), “Empirical study on the Relation between Customer Experience and

Behavioral Intentions in Tibetan cultural theme hotel”, International Conference on Service Science, IEEE.

Ramaseshan, B. Bejou, D. Jain, S. Mason, C. and Pancras, J. (2006), “Issues and Perspectives in Global Customer Relationship Management”, Journal of Service Research, 9, 2, 195-207.

Rogers, M. Dorf, B. (1999), “The one-to-one in practice”, organization Editions.

Ryals, L and Knox, S. (2001), “cross Functional issues in The Implementation of relationship marketing Through customer relationship Management (crm)”, European Management Journal, 2001, Vol. 19 No.5, pp.534-42

Stone, M. and Woodcock, N. (2001), “Defining CRM and Assessing its Quality,” Successful Customer Relationship, Marketing”, eds. London: Kogan.

Swan, J.E. and Combs, L.J. (1976), “Product performance and consumer satisfaction: a new concept”, Journal of Marketing, Vol. 40, April, pp. 25-33.

Shaw, R. and Reed, D. (1999), “Measuring and Valuing Customer Relationships: How to Develop the Measures that drive profitable CRM strategies”, Business Intelligence, p4.

Saint Cast. N, (2003), “Organize your customer relationships today: The CRM new way”, Maxima Editions.

Singh and al., (2003), “CRM: Conceptualization and Scale development”, European Journal of Marketing, Vol. 39 No. 11/12, 2005 pp. 1264-1290.

Soldani, D and al. (2006), “QoS and QoE Management in UMTS Cellular Systems”, John Wiley & Sons edition, p2-4.

Triandis, H. C. (1980), “Values, attitudes and personal behavior, Beliefs, attitudes and values”, University of Nebraska Press.

Tricot, A., Plégat-Soutjis, F., Camps, J. F., Amiel, A., Lutz, G., and

Morcillo, A. (2003), “Utility, utilisability, acceptability: interpret the relationship between the three dimensions of evaluation”, Environnements Informatiques pour l'Apprentissage Humain. Strasbourg.

Trepper, C. (2000), “Match your CRM tool to your business model”. Information week, Vol, 15, 74.

Thieriez .A, (2002), “Un CRM européen pour la banque ? ”, Revue Banque stratégie, n°193, pp.569-582.

Urbanskiene. R, Žostautiene. D, Chreptavièiene, V. (2008), “The Model of Creation of Customer Relationship Management (CRM) System”, Engineering Economics, The Economic Conditions Of Enterprise Functioning. No 3 (58).

Williamson, O. E. (1985), “The economic institutions of capitatlism”, The Free Press, New York.

Xin, Y. and al. (2012), “No-reference QoE Prediction Model for Video Streaming Service in 3G Networks”, IEE 2012.

Xu, Y. and al. (2002), “Adopting Customer Relationship Management Technology”, Industrial management & Data systems, vol. 102, 442-452.

Zablah, A.R., Bellenger, D.N., and Johnston, W.J. (2005), “Customer Relationship Management Implementation Gaps”, Journal of Personal Selling & Sales Management, 279-295.

Zikmund, W.G., Mc Leod. R. Jr and Faye. G.W. (2003), “Customer Relationship management: integrating marketing strategy and information technology”, Hoboken, N. J.: Wiley.


  • There are currently no refbacks.

Comments on this article

View all comments
Cookies are small text files that are placed on your computer by websites that you visit. They are widely used in order to make websites work, or work more efficiently, as well as to provide information to the owners of the site.

JISIB is indexed by ESCI, SCOPUS, EBSCO, DOAJ, Google Scholar, EconBib and SCImago, and is ranked as a Level 1 publication by the Norwegian Social Science Data Services. JISIB has applied for admittance to Web of Science.