Capabilities and Impediments to Leverage Customer Value from Data - A Case Study from the Automotive Industry.

Given the extended use of mobile smart devices, social media, and a multitude of in-car sensors, customers leave data trails as they make their habits and concerns constantly available. This development results in the availability of (big) data representing customer behavior and sentiments. While these data offer promising opportunities to gain valuable customer insights, the question remains how to actually leverage customer value. To address this subject, we refer to the RBV and explore relevant organizational capabilities in the functional domain of CRM. By taking capabilities derived from scholarly literature as a baseline we investigate the case of an automotive OEM through an interpretive case study. Resulting from our qualitative analysis we show how capabilities manifest themselves to adopt customer preferences in the organizational context and which impediments thereby exist. Our research contributes to theory and practice by pinpointing relevant capabilities and challenges related to a stronger outside-in perspective. [ABSTRACT FROM AUTHOR]