Enterprise systems and customer agility exploratory study in Vietnam

Trinh Phuong, T and Tran, D 2015, 'Enterprise systems and customer agility exploratory study in Vietnam', in Pacific Asia Conference Information Systems 2015 Proceedings, Marina Bay Sands, Singapore, 5-9 July 2015.

Document type: Conference Paper
Collection: Conference Papers

Title Enterprise systems and customer agility exploratory study in Vietnam
Author(s) Trinh Phuong, T
Tran, D
Year 2015
Conference name The 19th Pacific Asia Conference on Information Systems (PACIS 2015)
Conference location Marina Bay Sands, Singapore
Conference dates 5-9 July 2015
Proceedings title Pacific Asia Conference Information Systems 2015 Proceedings
Publisher Electronic Commerce Research Center, National Sun Yat-sen University
Place of publication Kaohsiung, Taiwan ROC
Abstract Contemporary companies in developing countries are raising their budget on Enterprise systems (ES). ES are expected to enhance Customer agility (CA) which refers to a firm's capability to sense and respond to customer changes effectively. However, research in the relationship between ES on CA is contradictory. Taking Vietnam as the context, our study investigates the role of ES on CA in ten interviewed companies. Using multi-case methodology, the study also aims to seek for deep observation of CA in Vietnam business. Consistent with past literature, CA in the interviewed companies is affected by organizational context (i.e. industry, business function). In Vietnam, the role of ES on CA is not seen at its full extent. Most companies use ES to store and process data for its daily operation. Only a few of them store multiple types of data in their ES and utilize the advanced functions of the ES for customer analysis. Moreover, even when companies highly appreciate the competence of ES for advanced customer behaviour analysis, top managers are not using ES as a main source of information for their customer related decision-making. Due to their lack of trust on the capability of the system, low self-efficacy in ES usage plus the Vietnam trading specifics, top managers prefer other sources of data, own experiences and own report styles to make decisions.
Subjects Information Systems Management
Keyword(s) Customer agility
Enterprise systems
IT strategy
Organizational agility
Multiple case study
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Created: Mon, 06 Jul 2015, 10:12:00 EST by Catalyst Administrator
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