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Dr. Aurora Garrido-Moreno
Department of Economics and Business Administration, Malaga University, 29071 Málaga, Spain

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0 Customer Relationship Management (CRM)
0 Entrepreneurship
0 Innovation
0 Knowledge Management
0 Open Innovation

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Social Media use
Customer Relationship Management (CRM)
Innovation
Knowledge Management
Entrepreneurship
Open Innovation

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Journal article
Published: 01 April 2021 in International Journal of Hospitality Management
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Hospitality firms are facing unprecedented challenges on a global scale. The catastrophic effects of the COVID-19 pandemic and its multiple devastating global consequences have initiated a profoundly disruptive transformation in the hospitality sector, as firms attempt to adapt their activity to the current uncertain scenario. This study draws on the crisis management literature to identify the key drivers of hotel recovery in the event of a disaster or an external crisis, like current pandemic. A sample of 237 Spanish hotel managers evaluated and ranked the strategic measures. Based on this evidence, measures were statistically examined to identify which ranked as most significant in helping hospitality managers. The results yield valuable theoretical and practical insights to guide hospitality managers towards business adaptation and recovery by highlighting key strategic measures for implementation in the short term.

ACS Style

Aurora Garrido-Moreno; Víctor J. García-Morales; Rodrigo Martín-Rojas. Going beyond the curve: Strategic measures to recover hotel activity in times of COVID-19. International Journal of Hospitality Management 2021, 96, 102928 .

AMA Style

Aurora Garrido-Moreno, Víctor J. García-Morales, Rodrigo Martín-Rojas. Going beyond the curve: Strategic measures to recover hotel activity in times of COVID-19. International Journal of Hospitality Management. 2021; 96 ():102928.

Chicago/Turabian Style

Aurora Garrido-Moreno; Víctor J. García-Morales; Rodrigo Martín-Rojas. 2021. "Going beyond the curve: Strategic measures to recover hotel activity in times of COVID-19." International Journal of Hospitality Management 96, no. : 102928.

Journal article
Published: 26 July 2020 in Sustainability
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The repercussion of urban running competitions such as marathons is tremendous, and the planning of these races involves a large number of strategic decisions. For this reason, this study analyzes the processes of organizing large marathons in Spain. The aim is to propose a systematic and sustainable model of excellence for the organization of sports events based on process management. To design the model, we followed a qualitative methodology using information obtained in 18 semi-structured interviews. The interviewees were experts in charge of the five most significant marathons in Spain (Barcelona, Madrid, Malaga, Seville and Valencia). The final contribution of the study is the proposal of a process map developed by identifying the main areas of competence and tasks, the relationships among the areas, and the timeline of these relationships. The process map unifies the processes established based on the preceding information and classifies them as management, core and support processes. The specific tool proposed is therefore based on the process management approach, which enables the improvement of the organization of sports running events. The tool will help the managers of the events to take decisions from a strategic perspective, and will be useful in making these events sustainable in the long term.

ACS Style

Aurora García-Vallejo; Alberto Albahari; Vicente Añó-Sanz; Aurora Garrido-Moreno. What’s Behind a Marathon? Process Management in Sports Running Events. Sustainability 2020, 12, 6000 .

AMA Style

Aurora García-Vallejo, Alberto Albahari, Vicente Añó-Sanz, Aurora Garrido-Moreno. What’s Behind a Marathon? Process Management in Sports Running Events. Sustainability. 2020; 12 (15):6000.

Chicago/Turabian Style

Aurora García-Vallejo; Alberto Albahari; Vicente Añó-Sanz; Aurora Garrido-Moreno. 2020. "What’s Behind a Marathon? Process Management in Sports Running Events." Sustainability 12, no. 15: 6000.

Journal article
Published: 14 January 2020 in Journal of Business Research
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Social Media encourages networks in the complex and dynamic environment within which firms are immersed. The purpose of this study is to analyze the role and impact of Social Media on complexity variables and organizational performance. More specifically, we explore the presence of elements of “spontaneous order creation”: heterogeneous agents with motives to connect with each other, and their impact on innovativeness and dissipative structures. The research model was tested on a sample of 201 technology firms through Structural Equation Modelling (SEM). Our research contributes to extant literature by exploring the impact of digitally enabled networks (Social Media) on complexity dynamics through analysis of their influence on firm performance. We aim to advance explanation of how increasing complexity changes behavioral dynamics in complex ecosystems, and how information and Social Media can be used to cope with the new managerial challenges posed by increasing digital complexity.

ACS Style

Rodrigo Martín-Rojas; Victor J. García-Morales; Aurora Garrido-Moreno; Maria Paz Salmador-Sánchez. Social Media Use and the Challenge of Complexity: Evidence from the Technology Sector. Journal of Business Research 2020, 129, 621 -640.

AMA Style

Rodrigo Martín-Rojas, Victor J. García-Morales, Aurora Garrido-Moreno, Maria Paz Salmador-Sánchez. Social Media Use and the Challenge of Complexity: Evidence from the Technology Sector. Journal of Business Research. 2020; 129 ():621-640.

Chicago/Turabian Style

Rodrigo Martín-Rojas; Victor J. García-Morales; Aurora Garrido-Moreno; Maria Paz Salmador-Sánchez. 2020. "Social Media Use and the Challenge of Complexity: Evidence from the Technology Sector." Journal of Business Research 129, no. : 621-640.

Journal article
Published: 09 December 2019 in Journal of Business Research
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The strategic use of Social Media can leverage innovation, relationships with customers, and the entrepreneurial orientation of the firm, as it provides useful knowledge to find new opportunities for innovation. Despite the relevance of this phenomenon to current hyper-competitive environments, empirical research on the topic remains scarce. To advance knowledge of this issue, the main purpose of the paper is to examine how Social Media use impacts the different dimensions of Corporate Entrepreneurship. Building on a sample of 201 technological firms, findings confirm that the use of Social Media tools impacted all dimensions of Corporate Entrepreneurship and enhanced firm performance. This paper contributes to the literature by empirically confirming how Social Media use helps to create business value. The study results also have important implications for managers, as they show the pathway managers must follow to harness the benefits of Social Media use to become more entrepreneurial.

ACS Style

Rodrigo Martín-Rojas; Aurora Garrido-Moreno; Víctor J. García-Morales. Fostering Corporate Entrepreneurship with the use of social media tools. Journal of Business Research 2019, 112, 396 -412.

AMA Style

Rodrigo Martín-Rojas, Aurora Garrido-Moreno, Víctor J. García-Morales. Fostering Corporate Entrepreneurship with the use of social media tools. Journal of Business Research. 2019; 112 ():396-412.

Chicago/Turabian Style

Rodrigo Martín-Rojas; Aurora Garrido-Moreno; Víctor J. García-Morales. 2019. "Fostering Corporate Entrepreneurship with the use of social media tools." Journal of Business Research 112, no. : 396-412.

Chapter
Published: 01 January 2019 in Advances in Marketing, Customer Relationship Management, and E-Services
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Social media has totally changed the way companies relate to the market, opening a vast array of new opportunities for firms to reinvent customer interactions. The strategic use of platforms like Facebook, Twitter, or YouTube can facilitate business transformation, improving the management of customer relationships, brand image, and enhancing customer retention. Although research on social media has greatly evolved in recent years, there is still some skepticism regarding the real value it can create for firms. To shed light on the topic, drawing on a sample of 212 Spanish hotels, the chapter examines what are the main social media tools used in this sector and what is the impact of using these platforms in promoting customer engagement behaviors. The chapter offers relevant implications for theory and practice.

ACS Style

Aurora Garrido-Moreno; Nigel Lockett; Víctor García-Morales. Social Media Use and Customer Engagement. Advances in Marketing, Customer Relationship Management, and E-Services 2019, 643 -655.

AMA Style

Aurora Garrido-Moreno, Nigel Lockett, Víctor García-Morales. Social Media Use and Customer Engagement. Advances in Marketing, Customer Relationship Management, and E-Services. 2019; ():643-655.

Chicago/Turabian Style

Aurora Garrido-Moreno; Nigel Lockett; Víctor García-Morales. 2019. "Social Media Use and Customer Engagement." Advances in Marketing, Customer Relationship Management, and E-Services , no. : 643-655.

Journal article
Published: 06 April 2018 in International Journal of Hospitality Management
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Social Media has transformed the way firms relate to their markets. Hotels all over the world are increasingly using these tools, integrating them into their Customer Relationship Management (CRM) strategies to engage customers in active conversations. The use of Social Networking and Review Sites, like TripAdvisor, has become all pervasive, and hotels are investing large sums of money in engaging customers via Social Media. However, there is a certain degree of skepticism about how these technologies can help to create value. To shed light on the topic, based on a sample of 222 Spanish hotels, this study examines the real impact of Social Media use, showing the key role played by Social CRM Capabilities in the process of value creation with these tools. By building on the Resource-Based theory, the proposed model shows the pathway between Social Media use and organizational performance, in terms of profitability, sales and customer retention.

ACS Style

Aurora Garrido-Moreno; Víctor J. García-Morales; Nigel Lockett; Stephen King. The missing link: Creating value with Social Media use in hotels. International Journal of Hospitality Management 2018, 75, 94 -104.

AMA Style

Aurora Garrido-Moreno, Víctor J. García-Morales, Nigel Lockett, Stephen King. The missing link: Creating value with Social Media use in hotels. International Journal of Hospitality Management. 2018; 75 ():94-104.

Chicago/Turabian Style

Aurora Garrido-Moreno; Víctor J. García-Morales; Nigel Lockett; Stephen King. 2018. "The missing link: Creating value with Social Media use in hotels." International Journal of Hospitality Management 75, no. : 94-104.

Journal article
Published: 03 April 2018 in Journal of Family Business Strategy
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The analysis of technological innovation in a family business context has become a relevant topic in the management literature. However, there is a lack of studies that examine process innovation and the ultimate impact of family management on the relationship between innovation inputs and outputs. Based on a longitudinal sample of 922 Spanish manufacturing firms, this paper empirically explores the moderating role of family management on the relationship between input mix and the occurrence of process innovation. The results show that family management increases the conversion rate of innovation inputs into process innovation outcomes. The study also finds evidence for the existence of a non-linear relationship between innovation input mix and process innovation, indicating that there is both a minimum level and a maximum level in the efficient use of resources in process innovation. Thus, the findings indicate that family-managed firms are more efficient in their use of innovation input resources from a certain reference point.

ACS Style

Julio Diéguez-Soto; Aurora Garrido-Moreno; Montserrat Manzaneque. Unravelling the link between process innovation inputs and outputs: The moderating role of family management. Journal of Family Business Strategy 2018, 9, 114 -127.

AMA Style

Julio Diéguez-Soto, Aurora Garrido-Moreno, Montserrat Manzaneque. Unravelling the link between process innovation inputs and outputs: The moderating role of family management. Journal of Family Business Strategy. 2018; 9 (2):114-127.

Chicago/Turabian Style

Julio Diéguez-Soto; Aurora Garrido-Moreno; Montserrat Manzaneque. 2018. "Unravelling the link between process innovation inputs and outputs: The moderating role of family management." Journal of Family Business Strategy 9, no. 2: 114-127.

Chapter
Published: 01 January 2018 in Encyclopedia of Information Science and Technology, Fourth Edition
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Social Media has totally changed the way companies relate to the market, opening a vast array of new opportunities for firms to reinvent customer interactions. The strategic use of platforms like Facebook, Twitter or Youtube can facilitate business transformation, improving the management of customer relationships, brand image, and enhancing customer retention. Although research on Social Media has greatly evolved in recent years, there is still some skepticism regarding the real value it can create for firms. To shed light on the topic, drawing on a sample of 212 Spanish hotels, the present chapter examines what are the main Social Media tools used in this sector and what is the impact of using these platforms in promoting Customer Engagement behaviors. The study offers relevant implications for theory and practice.

ACS Style

Aurora Garrido-Moreno; Nigel Lockett; Víctor García-Morales. Social Media Use and Customer Engagement. Encyclopedia of Information Science and Technology, Fourth Edition 2018, 5775 -5785.

AMA Style

Aurora Garrido-Moreno, Nigel Lockett, Víctor García-Morales. Social Media Use and Customer Engagement. Encyclopedia of Information Science and Technology, Fourth Edition. 2018; ():5775-5785.

Chicago/Turabian Style

Aurora Garrido-Moreno; Nigel Lockett; Víctor García-Morales. 2018. "Social Media Use and Customer Engagement." Encyclopedia of Information Science and Technology, Fourth Edition , no. : 5775-5785.

Journal article
Published: 31 January 2016 in Tourism & Management Studies
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The advent of Social Media tools has been one of the most relevant technological innovations in recent years and has strongly impacted the tourism industry. Despite the numerous benefits that Social Media can offer to hotels, transforming the way they relate to customers and opening a vast array of new possibilities, its implementation implies also numerous challenges. Considering that the use of Social Media is becoming increasingly popular, it seems to be critical to understand how hotels can use them strategically to reinvent customer relationships. This study explores the topic following a mixed methodology, combining both quantitative and qualitative data from a European sample of 312 hotels. Results suggest that review sites and social networks were the most used tools. The main advantages and disadvantages of its use were identified and widely discussed.

ACS Style

Aurora Garrido-Moreno; Nigel Lockett. Social Media Use in European Hotels: Benefits and Main Challenges. Tourism & Management Studies 2016, 12, 172 -179.

AMA Style

Aurora Garrido-Moreno, Nigel Lockett. Social Media Use in European Hotels: Benefits and Main Challenges. Tourism & Management Studies. 2016; 12 (1):172-179.

Chicago/Turabian Style

Aurora Garrido-Moreno; Nigel Lockett. 2016. "Social Media Use in European Hotels: Benefits and Main Challenges." Tourism & Management Studies 12, no. 1: 172-179.

Journal article
Published: 24 November 2015 in Review of Business Management
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Objective – The objective of this paper is to present the results of a systematic literature review on empirical research of innovation in Family Business (FB).Design/methodology/approach – A comprehensive literature review based on an in-depth analysis of 59 empirical studies was conducted.Findings – The revision presents an integrative framework, identifying the main determinants and dimensions of innovation; and summarizes the main research avenues and existing gaps, in order to guide future research.Practical implications – The paper summarises the main research advances in innovation in Family Business worldwide. Consequently, it allows to inform better decisions of managers of these firms.Originality – The study of innovation in Family Business has emerged as a prolific research area in recent years but the current state of knowledge of how these firms innovate is still fragmented and incomplete. Consequently, several calls have been made for further research in the area.

ACS Style

Antonio Padilla-Meléndez; Julio Dieguez-Soto; Aurora Garrido-Moreno. Empirical research on Innovation in Family Business: literature review and proposal of an integrative framework. Review of Business Management 2015, 17, 1064 -1089.

AMA Style

Antonio Padilla-Meléndez, Julio Dieguez-Soto, Aurora Garrido-Moreno. Empirical research on Innovation in Family Business: literature review and proposal of an integrative framework. Review of Business Management. 2015; 17 (56):1064-1089.

Chicago/Turabian Style

Antonio Padilla-Meléndez; Julio Dieguez-Soto; Aurora Garrido-Moreno. 2015. "Empirical research on Innovation in Family Business: literature review and proposal of an integrative framework." Review of Business Management 17, no. 56: 1064-1089.

Journal article
Published: 05 October 2015 in Baltic Journal of Management
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Purpose – The purpose of this paper is to propose a research model exploring the link between knowledge management processes and customer relationship management (CRM) performance. It seeks to answer two research questions: What are the effective drivers of knowledge management processes in the context of a CRM initiative? Do these processes make a real impact on CRM performance? Design/methodology/approach – The paper is based on data obtained from a sample of 93 service companies located in Spain. The authors conducted a structural equation modeling analysis using PLS to test the proposed hypotheses. Findings – It was observed that both technological and organizational readiness were effective drivers of knowledge management. However, it was contrasted also that the usage of social media tools was not significantly related to knowledge management. Results show a real impact of knowledge management processes on CRM performance, so companies can understand how to implement successfully those initiatives. Research limitations/implications – The main limitations of the study are that it was based on cross-sectional data and that variables were measured based on the perceptions of general managers. Practical implications – Service companies need to invest in technological infrastructures, and create an appropriate organizational climate (top management support, employees commitment) in order to promote effective knowledge management processes, that will enable CRM success, paving the way for the development of marketing innovations. Originality/value – This is the first empirical work that examines in confirmatory way what are the main drivers of knowledge management processes, including in the analysis the impact of both organizational and technological readiness, and considering also the usage of social media tools, in the context of a CRM initiative.

ACS Style

Aurora Garrido-Moreno; Nigel Jonathan Lockett; Víctor Jesús García Morales. Exploring the role of knowledge management practices in fostering customer relationship management as a catalyst of marketing innovation. Baltic Journal of Management 2015, 10, 393 -412.

AMA Style

Aurora Garrido-Moreno, Nigel Jonathan Lockett, Víctor Jesús García Morales. Exploring the role of knowledge management practices in fostering customer relationship management as a catalyst of marketing innovation. Baltic Journal of Management. 2015; 10 (4):393-412.

Chicago/Turabian Style

Aurora Garrido-Moreno; Nigel Jonathan Lockett; Víctor Jesús García Morales. 2015. "Exploring the role of knowledge management practices in fostering customer relationship management as a catalyst of marketing innovation." Baltic Journal of Management 10, no. 4: 393-412.

Book chapter
Published: 01 January 2015 in Encyclopedia of Information Science and Technology, Third Edition
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ACS Style

Aurora Garrido Moreno; Nigel Lockett. Customer Relationship Management and Social Media Use. Encyclopedia of Information Science and Technology, Third Edition 2015, 1406 -1414.

AMA Style

Aurora Garrido Moreno, Nigel Lockett. Customer Relationship Management and Social Media Use. Encyclopedia of Information Science and Technology, Third Edition. 2015; ():1406-1414.

Chicago/Turabian Style

Aurora Garrido Moreno; Nigel Lockett. 2015. "Customer Relationship Management and Social Media Use." Encyclopedia of Information Science and Technology, Third Edition , no. : 1406-1414.

Journal article
Published: 01 December 2014 in Information & Management
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ACS Style

Aurora Garrido Moreno; Nigel Lockett; Victor Garcia-Morales. Paving the way for CRM success: The mediating role of knowledge management and organizational commitment. Information & Management 2014, 51, 1031 -1042.

AMA Style

Aurora Garrido Moreno, Nigel Lockett, Victor Garcia-Morales. Paving the way for CRM success: The mediating role of knowledge management and organizational commitment. Information & Management. 2014; 51 (8):1031-1042.

Chicago/Turabian Style

Aurora Garrido Moreno; Nigel Lockett; Victor Garcia-Morales. 2014. "Paving the way for CRM success: The mediating role of knowledge management and organizational commitment." Information & Management 51, no. 8: 1031-1042.

Journal article
Published: 04 November 2014 in Educación XX1
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Este trabajo analiza el uso de la plataforma Moodle para mejorar los procesos de enseñanza-aprendizaje en diversas asignaturas de Dirección de Empresas en el contexto del Espacio Europeo de Educación Superior (EEES). Con los nuevos grados se demanda que el/la alumno/a cada vez tenga más competencias transversales relacionadas con sus habilidades de comunicación y de uso de las tecnologías de la información (TI). El objetivo que persigue este trabajo es analizar cómo los estudiantes perciben el uso de las TI como herramientas de aprendizaje, cuáles son las variables que determinan su aceptación y uso, así como observar si existen diferencias significativas en estos aspectos entre los alumnos de titulaciones de Diplomatura/Licenciatura (plan antiguo) y de Grado. Para ello, se realizó un estudio empírico durante tres cursos académicos con una muestra de 386 estudiantes, de los cuales se recopiló información a través de un cuestionario basado en web. Con los datos obtenidos se realizaron análisis estadísticos univariantes y bivariantes y se estimaron diversos modelos de ecuaciones estructurales. Los principales resultados muestran la importancia de que los estudiantes perciban la utilidad del uso de la tecnología, así como su facilidad de uso y que se trate de un entorno que sea, al mismo tiempo, entretenido. Respecto a las principales diferencias observadas, los estudiantes de Grado mostraron una mayor intención de uso de la plataforma y una mayor experiencia en el uso de las TI. Como principales conclusiones destaca como en el contexto del EEES, la enseñanza universitaria presencial apoyada por la tecnología (blended learning) supone un nuevo escenario de aprendizaje, y ante este nuevo contexto el docente debe tomar un papel más activo en el proceso, desarrollando roles como el de gestor de contenidos y el de gestor de una comunidad.

ACS Style

Antonio Padilla-Meléndez; Ana Rosa Del Águila-Obra; Aurora Garrido-Moreno. Empleo de moodle en los procesos de enseñanza-aprendizaje de dirección de empresas: nuevo perfil del estudiante en el eees. Educación XX1 2014, 18, 1 .

AMA Style

Antonio Padilla-Meléndez, Ana Rosa Del Águila-Obra, Aurora Garrido-Moreno. Empleo de moodle en los procesos de enseñanza-aprendizaje de dirección de empresas: nuevo perfil del estudiante en el eees. Educación XX1. 2014; 18 (1):1.

Chicago/Turabian Style

Antonio Padilla-Meléndez; Ana Rosa Del Águila-Obra; Aurora Garrido-Moreno. 2014. "Empleo de moodle en los procesos de enseñanza-aprendizaje de dirección de empresas: nuevo perfil del estudiante en el eees." Educación XX1 18, no. 1: 1.

Journal article
Published: 18 June 2013 in Current Issues in Tourism
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ACS Style

Antonio Padilla-Meléndez; Aurora Garrido Moreno. Customer relationship management in hotels: examining critical success factors. Current Issues in Tourism 2013, 17, 387 -396.

AMA Style

Antonio Padilla-Meléndez, Aurora Garrido Moreno. Customer relationship management in hotels: examining critical success factors. Current Issues in Tourism. 2013; 17 (5):387-396.

Chicago/Turabian Style

Antonio Padilla-Meléndez; Aurora Garrido Moreno. 2013. "Customer relationship management in hotels: examining critical success factors." Current Issues in Tourism 17, no. 5: 387-396.

Journal article
Published: 29 December 2012 in Computers & Education
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The importance of technology for education is increasing year-by-year at all educational levels and particularly for Universities. This paper reexamines one important determinant of technology acceptance and use, such as perceived playfulness in the context of a blended learning setting and reveals existing gender differences. After a literature review on the mentioned topics, some statistical analysis, such as difference between means and structural equation modeling, were run with a sample of 484 students. The main contribution of this study is to provide evidence that there exist gender differences in the effect of playfulness in the student attitude toward a technology and the intention to use it. In females, playfulness has a direct influence on attitude toward using the system. In males, this influence is mediated by perceived usefulness. Some implications and conclusions are included.

ACS Style

Antonio Padilla-Meléndez; Ana Rosa del Aguila-Obra; Aurora Garrido Moreno. Perceived playfulness, gender differences and technology acceptance model in a blended learning scenario. Computers & Education 2012, 63, 306 -317.

AMA Style

Antonio Padilla-Meléndez, Ana Rosa del Aguila-Obra, Aurora Garrido Moreno. Perceived playfulness, gender differences and technology acceptance model in a blended learning scenario. Computers & Education. 2012; 63 ():306-317.

Chicago/Turabian Style

Antonio Padilla-Meléndez; Ana Rosa del Aguila-Obra; Aurora Garrido Moreno. 2012. "Perceived playfulness, gender differences and technology acceptance model in a blended learning scenario." Computers & Education 63, no. : 306-317.

Conference paper
Published: 01 July 2012 in Academy of Management Proceedings
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ACS Style

Patricia J Holahan; Blake J. Lesselroth; Kathleen Adams; Kai Wang; Victoria Church; Aurora Garrido-Moreno; Antonio Padilla-Meléndez; Ana Rosa Del Águila-Obra. Technology Acceptance under Contingent Authority Adoption Decisions. Academy of Management Proceedings 2012, 2012, 1 .

AMA Style

Patricia J Holahan, Blake J. Lesselroth, Kathleen Adams, Kai Wang, Victoria Church, Aurora Garrido-Moreno, Antonio Padilla-Meléndez, Ana Rosa Del Águila-Obra. Technology Acceptance under Contingent Authority Adoption Decisions. Academy of Management Proceedings. 2012; 2012 (1):1.

Chicago/Turabian Style

Patricia J Holahan; Blake J. Lesselroth; Kathleen Adams; Kai Wang; Victoria Church; Aurora Garrido-Moreno; Antonio Padilla-Meléndez; Ana Rosa Del Águila-Obra. 2012. "Technology Acceptance under Contingent Authority Adoption Decisions." Academy of Management Proceedings 2012, no. 1: 1.

Conference paper
Published: 01 July 2012 in Academy of Management Proceedings
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ACS Style

Aurora Garrido Moreno; Antonio Padilla-Meléndez; Ana Rosa DEL Aguila-Obra. Does Organizational Readiness Matter? Analyzing CRM Implementation and Success in Small Companies. Academy of Management Proceedings 2012, 2012, 1 .

AMA Style

Aurora Garrido Moreno, Antonio Padilla-Meléndez, Ana Rosa DEL Aguila-Obra. Does Organizational Readiness Matter? Analyzing CRM Implementation and Success in Small Companies. Academy of Management Proceedings. 2012; 2012 (1):1.

Chicago/Turabian Style

Aurora Garrido Moreno; Antonio Padilla-Meléndez; Ana Rosa DEL Aguila-Obra. 2012. "Does Organizational Readiness Matter? Analyzing CRM Implementation and Success in Small Companies." Academy of Management Proceedings 2012, no. 1: 1.

Journal article
Published: 08 June 2012 in International Journal of Entrepreneurial Behavior & Research
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ACS Style

Antonio Padilla‐Meléndez; Aurora Garrido Moreno. Open innovation in universities. International Journal of Entrepreneurial Behavior & Research 2012, 18, 417 -439.

AMA Style

Antonio Padilla‐Meléndez, Aurora Garrido Moreno. Open innovation in universities. International Journal of Entrepreneurial Behavior & Research. 2012; 18 (4):417-439.

Chicago/Turabian Style

Antonio Padilla‐Meléndez; Aurora Garrido Moreno. 2012. "Open innovation in universities." International Journal of Entrepreneurial Behavior & Research 18, no. 4: 417-439.

Journal article
Published: 31 October 2011 in International Journal of Information Management
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Customer relationship management (CRM) and knowledge management (KM) have become key strategic tool for all companies, especially in the current competitive environment. Moreover, customer knowledge is an important issue for CRM implementation. Reviewing the literature, we found many studies that analyze the crucial role played by KM initiatives as determinants of the success of CRM. Moreover, we found also diverse studies that show high rates of failure when implementing that strategy, so there is still no integrated conceptual framework to guide companies to their successful implementation. In this paper, with data of 153 Spanish hotels, we examine the relationships between KM and CRM success using a structural equation model. The main contribution is that having knowledge management capabilities is not sufficient for the success of CRM, but there are other factors to consider. In particular, organizational factors indeed impact CRM success and they appear to be intermediaries of the impact of other factors (KM capabilities/technological/customer orientation factors) in the success of CRM (in financial and marketing terms).

ACS Style

Aurora Garrido-Moreno; Antonio Padilla-Meléndez. Analyzing the impact of knowledge management on CRM success: The mediating effects of organizational factors. International Journal of Information Management 2011, 31, 437 -444.

AMA Style

Aurora Garrido-Moreno, Antonio Padilla-Meléndez. Analyzing the impact of knowledge management on CRM success: The mediating effects of organizational factors. International Journal of Information Management. 2011; 31 (5):437-444.

Chicago/Turabian Style

Aurora Garrido-Moreno; Antonio Padilla-Meléndez. 2011. "Analyzing the impact of knowledge management on CRM success: The mediating effects of organizational factors." International Journal of Information Management 31, no. 5: 437-444.