Purpose

This paper aims to advance the international marketing debate by presenting the results of a structured literature review (SLR) focusing on Big Data implementation in customer relationship management (CRM) strategizing. It outlines past and present literature and frames a future research agenda.

Design/methodology/approach

The research analyzes papers published in journals from 2013 to 2020, deriving significant insights about Big Data applications in CRM. A sample of 48 articles indexed at Scopus was preliminarily submitted for bibliometric analysis. Finally, 46 papers were analyzed with content and a bibliometric analysis to identify areas of thematic specializations.

Findings

The paper presents a conceptual multilevel framework demonstrating areas of specialization emerging from the literature. The framework is built around four coordinated sequences of actions relevant to “why,” “what,” “who” and “how” Big Data is implemented in CRM strategies, thus supporting the conception and implementation of an internationalization marketing strategy.

Research limitations/implications

Implications for the development of the future research agenda on international marketing arise from the comprehension of Big Data in CRM strategy.

Originality/value

The paper provides a comprehensive SLR of the articles dealing with models and processes of Big Data for CRM from an international marketing perspective. Despite these issues' relevance and the increasing literature focused on them, research in this area is still fragmented and underexplored, requiring more systematic and holistic studies.

中文翻译：

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用于客户关系管理 (CRM) 的大数据的结构化文献综述：迈向国际营销的未来议程

目的

本文旨在通过介绍结构化文献综述 (SLR) 的结果来推进国际营销辩论，重点关注客户关系管理 (CRM) 战略制定中的大数据实施。它概述了过去和现在的文献，并制定了未来的研究议程。

设计/方法/方法

该研究分析了 2013 年至 2020 年发表在期刊上的论文，得出了有关 CRM 中大数据应用的重要见解。初步提交了在 Scopus 索引的 48 篇文章样本进行文献计量分析。最后，对 46 篇论文进行了内容分析和文献计量分析，以确定主题专业化领域。

发现

本文提出了一个概念性的多层次框架，展示了文献中出现的专业化领域。该框架围绕与“为什么”、“什么”、“谁”和“如何”在 CRM 战略中实施大数据相关的四个协调的行动序列构建，从而支持国际化营销战略的构想和实施。

研究限制/影响

对 CRM 战略中大数据的理解对未来国际营销研究议程的发展产生了影响。

原创性/价值

本文提供了从国际营销角度处理 CRM 大数据模型和流程的文章的综合 SLR。尽管这些问题具有相关性并且关注它们的文献越来越多，但该领域的研究仍然是零散和未充分探索的，需要更系统和全面的研究。