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APPENDIX
xRM Definitions
Source Definition
BROAD-
VISION
(1998).
„BroadVision believed that the Internet would funda-
mentally alter the way businesses conduct commerce
and communications around the world. This belief led
us to bring to market a series of strategic Internet
applications that enable companies to manage one-to-
one relationships across an extended, global enter-
prise. This Extended Relationship Management
strategy – what we call XRM – is at the core of all
BroadVision products and services.“
LANEY
(2001).
„By 2005, extended relationship management (XRM)
practices, discrete technologies, and inclusive busi-
ness solutions (e. g., ERP) will surface to offer a more
holistic means of administering and measuring all
enterprise points of interaction (POIs). Advanced
offerings will accommodate interaction with all
business allies across all channels, and just as com-
mercial CRM solutions entered the mainstream in the
late 1990s, packaged XRM technologies will become
viable by 2007. [...] Advanced XRM solutions will
also manage relationships with secondary business
allies (e.g., local/federal/international government,
community, industry organizations, investors, associa-
tive PECS, even competitors)“
RADJOU ET
AL
. (2001).
„To collaborate effectively, firms will need a new
breed of apps called eXtended relationship manage-
ment (XRM) to help them speed up and expand the
scope of supplier, channel, and customer relation-
ships. XRM apps enable firms to monitor partner
status, manage intercompany transactions – and
optimize design, production, and service.“
ZWEGERS ET
AL
. (2002), p.
157.
„To enable the cooperation of multiple organizations
in supply chains or virtual enterprises, the relations
between these partners need to be defined. Configura-
tion and set-up tools are needed to define inter-
enterprise relationships, in addition to applications for
monitoring, management, and optimization of inter-
enterprise business processes. Before processes within
a supply chain or virtual enterprise can be executed,
the relations between the various partners have to be
defined by means of tools for the set-up of these
cooperation forms. These so-called eXtended Rela-
tionship Management (XRM) services can be used to
configure a whole supply chain or virtual enterprise.“
SCHILDHAU-
ER
(2003).
(translation)
“Due to Extended Relationship Management concept
(XRM) the interactions with the company environ-
ment are optimized and a profitable and continuous
Relationship Management is thereby enabled.”
SCHUBERT
(2005), p.
154f.
„Integrated customer relationship management is
translated into the term XRM: targeting all the cus-
tomers involved in the industry and managing the
relationship between them and the pharmaceutical
company interdependently. […] The XRM approach
allows a holistic communication strategy appropriate
for the pharmaceutical product involved. It includes
the explicit consideration of processes, players and
positioning. “
BÜNING
(2005).
(translation)
“[xRM] is about relationships, which every company
maintains – to customers, to business partners, to
lobbyists and facilities, to all stakeholders companies
are in contact. All of these stakeholders want to be
cared of and looked after. This goes further than the
typical CRM approach, which largely concentrates on
the static assignment of one person to one company.”
TAUB
(2010).
„This new era of CRM is focused on relationship
management. Some in the industry call it "XRM"
because the X factor can mean any relationship
important for a business to manage information
around. For example, an Insurance agency focused on
providing employee benefit plans would need to
manage the relationships between clients, quotes,
policies, carriers, policy rates, producers and commis-
sions. Now that businesses are able to configure a rich
application in line with their own specific needs, the
return on investment can be companywide and not
just focused on specific department silos.“
ASCENTIUM
(2010).
„An effective CRM shouldn’t be just about sales and
marketing. It’s a platform for developing line of
business applications – applications that manage and
track information and processes around real-world
objects. The object could be a customer, but it could
also be a grant, building, or a potential candidate for
hire. The key question is: “Do I need to track the in-
formation and activities related to this entity?” If the
answer is “yes,” then you should be thinking xRM,
where the ‘x’ might represent ‘supplier,’ ‘channel,’
‘partner,’ or some other term.“
MICROSOFT
(2010), p. 8.
„The “X” in xRM stands for “anything,” connoting
the framework’s flexibility to accelerate the develop-
ment applications for virtually any type of relationship
managed by a line-of-business (LOB) application.”
[...] “An application developed with xRM is able to
help any team manage any relationship, any relevant
process, and any data. Known as a relational LOB
application, a custom solution developed on xRM
could be used to manage vendors, assets, people,
partners, licenses, or any other aspect of a business
that involves relationships, which is most of what
business is about.“
BRITSCH &
KÖLMEL
(2011), p. 3.
„Anything Relationship Management, xRM is a
holistic management strategy containing the integra-
tive data collection, analysis, and control of any kind
of relationships that concern any kind of organization-
al entities, using appropriate positions, processes, and
line of business applications based on a flexible,
scalable software platform with a high degree of stan-
dardization, aiming to establish beneficial col-
laboration among entities, and, eventually, to con-
tribute to the long-term success of the organization.“
CAS
SOFTWARE
AG (2012),
p. 7.
(translation)
“Anything Relationship Management could be
translated with Relationship Management for all sorts
of things’.” […] “Similar to the mathematical varia-
ble, ‘x’ represents any single individual or thing. It’s
no longer only about the customer relationship (like in
CRM) but also about the relations network between
any organizational stakeholders and entities. xRM is
LiteratureReviewandanAnalysisoftheStateoftheMarketofAnythingRelationshipManagement(xRM)-xRMasan
ExtensionofCustomerRelationshipManagement
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