Conceptually, customer relationship management (CRM) has been widely embraced by businesses. In practice, however, examples of success contrast with anecdotes where the diffusion of CRM into organizations continues to be a slow process and/or where CRM implementation outcomes have fallen short...

This case presents a brief description of the decisions the company made regarding whether or not to pursue each of the four projects that are the basis of the (A) case. Learning Objective: To illustrate how criteria must be developed for making choices regarding the firm's project and client...