Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
71IP
Cr
CRM Process
Family
16. Digital, Data, and Technology (VI · Context)
Era
Period 5: Assets and Accountability, 2000s
Block
IP · Implementation, process
Tier
Landmark
Cell card
Description
Reinartz, Krafft, and Hoyer conceptualized CRM as a process of relationship initiation, maintenance, and termination across customer stages and measured its impact on performance, and Payne and Frow developed a cross-functional strategic framework for CRM.
Managerial Implications
CRM is a process of managing relationships across initiation, maintenance, and termination, not a software purchase. Performance comes from organizational alignment, such as incentives and roles, more than from technology, and CRM investments without that alignment can hurt. Define the relationship stages for your customers, decide what the firm will do at each, align people and rewards, and then choose systems to support the process.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
