Customers, accounting and strategy: the case of a UK SME

Pitcher, G.S. ORCID: 0000-0002-0804-7909, 2016. Customers, accounting and strategy: the case of a UK SME. In: 30th Annual British Academy of Management Conference (BAM2016), Newcastle University, Newcastle upon Tyne, 6-8 September 2016.

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Abstract

This paper illustrates that the linking of Customer Relationship Management, Customer Profitability Analysis and Portfolio Management can make a positive impact on the development of strategy in a SME. The integration of marketing and financial systems, inculcating a customer focused culture and encouraging and facilitating cross-functional interaction enabled the collection, dissemination and review of customer related information to become part of the organisational routines. The case study research took place over the course of one year and involved 20 interviews, access to documentary evidence and the observation of quarterly meetings. The main document and discussion at the quarterly meetings provided a review of the customers from a profitability and relationship viewpoint with the resultant decisions being reflected in a three year rolling forecast that translated the emergent strategy into financial terms. Using this approach the staff achieved a profits growth of 45% per annum.

Item Type:	Conference contribution
Creators:	Pitcher, G.S.
Date:	September 2016
Divisions:	Schools > Nottingham Business School
Record created by:	Jonathan Gallacher
Date Added:	13 Jan 2017 11:49
Last Modified:	09 Jun 2017 14:10
URI:	https://irep.ntu.ac.uk/id/eprint/29691

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