Управление знаниями о клиентах в эпоху цифровизации
Nowadays commercial organizations are often facing with necessity to better understand their clients. Today information technologies allow to create a consistent collection and consolidation of clients’ information and make possible forming of knowledge about client base and every single client. Aim of the following article is to study these processes, influence of digitalization on them, related diffi culties and application fi elds of customer knowledge.
The paper is about problems of evaluating the level of completion in the digital environment. The developed model is based on dynamics of shares of companies in the digital environment. It reveals the changes of structural features in the digital markets and provides short-term forecasts of competitive positions. The results of the study allow examining the structure of digital market and the forces of competition.
International research confirm popularity of digital-marketing, but Russian practices in this field is less surveyed. From empirical study of 74 companies in Volga Federal District authors conducted analysis of Russian digital-marketing practices and measured relations of goals and tools in micro-, small- and medium-sized businesses.
Information Management, Innovation Management and Industrial Engineering are becoming increasingly interesting to both the academic researchers and management practitioners. It is essential to explore enterprise management system from the theoretical viewpoint; it is also absolutely essential to the survival, growth and prosperity of any company to have some means to manage innovation in the process of Economic Globalization and under the Knowledge Economy environment. This conference provides an idea-exchange and discussion platform for the world’s managers and academia, where internationally recognized researches and practitioners share cutting-edge information, address the hottest issue in management, explore new technologies, exchange and build upon ideas.
In this paper we observe the opportunity to offer new methods of solving NP-hard problems which frequently arise in the domain of information management, including design of database structures and big data processing. In our research we are focusing on the Maximum Clique Problem (MCP) and propose a new approach to solving that problem. The approach combines the artificial neuro-network paradigm and genetic programming. For boosting the convergence of the Hopfield Neural Network (HNN) we propose the genetic algorithm as the selection mechanism for terms of energy function. As a result, we demonstrate the proposed approach on experimental graphs and formulate two hypotheses for further research.
As customer relationship management process plays increasingly important role in business success, many authors attempt to evaluate the impact of various CRM process components on quality of company interaction with the customers and, ultimately, on company performance. This paper explores the impact of CRM system on quality of customer understanding by the company. This understanding is measured in context of the international pharmaceutical company in Russian market. The field research is based on a quantitative data from online questionnaires and telephone interviews. The sample consists of 64 company representatives and 217 ophthalmologists. The authors developed and tested the model of physician loyalty drivers and studied the perception of CRM system by the employees. The results of the paper demonstrate that, despite the fact that CRM system is actively used and perceived as a crucial part of customer relationship management process within the company, the understanding of key customer loyalty drivers needs to be significantly improved. The paper contributes to the existing theory by evaluating the link between CRM applications use and customer relationship performance as well as by developing physician prescription loyalty influencers framework in context of Russian pharmaceutical market. This research could be used by other pharmaceutical companies in order to understand the influence of their CRM applications on customer loyalty and also to identify the drivers of physicians prescriptions.
Building long-term customer relations plays a pivotal role in contemporary management practice. Customer relationship management process in a company involves various different actors ranging from top management to line-level employees. One of the key areas of it is related to the utilization of corporate CRM system which serves as crucial information source in providing better customer insight. This article explores directions for improving the use of CRM system through analyzing the gaps between its perception by managers and sales representatives in a multinational pharmaceutical company. The field research is based on a quantitative data from online questionnaires. The sample consists of 219 representatives based in four emerging markets. These initial findings could be useful for other pharmaceutical companies in emerging markets.
The 9th European Conference on Information Management and Evaluation (ECIME) is being hosted this year by the University of the West of England, Bristol, UK on the 21‐22 September 2015. The Conference Chair is Dr Elias Pimenidis, and the Programme Chair is Dr Mohammed Odeh both from the host University. ECIME provides an opportunity for individuals researching and working in the broad field of information systems management, including IT evaluation to come together to exchange ideas and discuss current research in the field. This has developed into a particularly important forum for the present era, where the modern challenges of managing information and evaluating the effectiveness of related technologies are constantly evolving in the world of Big Data and Cloud Computing.