The transformation of business -- Business processes : the enablers of innovation -- Analytics : insights for innovation -- It matters : technical architecture for innovation -- Organizational legacies : impediments to value creation -- Efficiency and flexibility : managing the tension --...

This article provides an assessment of the causal effect of customer relationship management (CRM) applications on one-to-one marketing effectiveness. We use a potential outcomes based propensity score approach to assess this causal effect. We find that firms using CRM systems have greater...