Customer relationship management (CRM) and Innovation: A qualitative comparative analysis (QCA) in the search for improvements on the firm performance in winery sector

The main objective of modern Information Technology (IT) is to convert the transactional data derived from productive activity into business management information. It should, therefore, provide the Business Decision Makers (BDM) elaborate, meaningful and essential information for decision making. Customer Relationship Management (CRM) is one of the IT areas that has grown the most in interest and development during recent decades, due to the potential that CRM offers its users to have a global vision of their clients and to put them at the center of their business efforts. Given the potential that the CRM technological solution offers to successful companies in the business world, this study determined the necessary and sufficient conditions to obtain good firm performance (the outcome) when CRM is implemented and used in a company. For this purpose, the Qualitative Comparative Analysis (QCA) methodology was used. The empirical test was carried out in the sector of wine production and distribution in Spain.