Realising advanced Enterprise system Affordances: A single-case study of a CRM-system implementation at a technology consultancy company
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Typ
Examensarbete för masterexamen
Program
Management and economics of innovation (MPMEI), MSc
Publicerad
2022
Författare
Antonsson, Oscar
Olsson, Sebastian
Modellbyggare
Tidskriftstitel
ISSN
Volymtitel
Utgivare
Sammanfattning
Enterprise systems offer organisations great action potentials (Affordances), however, getting
employees to use the systems to their full potential is a lengthy process which is challenging
for organisations. While previous studies have focused on strategic success factors from
implementers point of view, less emphasis has been put on the perspective of users and how
the envisioned affordances of the enterprise systems are actualised in practice. This thesis
investigates what affordances implementers and users perceive in a technology and how certain
variables affect users in realising the affordances of a technology. The thesis was conducted in
the form of a qualitative single-case study of a technology consultancy company and the
ongoing implementation of a Customer Relationship Management (CRM) system. Data was
collected through semi-structured interviews with participants from the case company,
observations, and internal documents and reports. Findings indicate that implementers and
users at the case company had an overall similar understanding of what affordances the new
CRM-system could offer. Four main affordances were identified, namely Single entry and
access point, Aggregated view, Data driven actions, and Cross-collaboration. The realisation
of these affordances followed a trajectory, creating different levels of affordances, meaning
that the realisation of some affordances was dependent on the realisation of others. Further, the
analysis identified twelve variables that influence users’ realisation of perceived affordances
of the CRM-system, and these variables can explain difficulties experienced by the case
company in the implementation. Five of the identified variables can be found in existing
affordance theory literature while the remaining seven emerged from the data. Finally, the
analysis indicated interrelations between variables and identified the reaching of a critical mass
of users who feed the CRM-system with information as an essential steppingstone to realise
the higher-level affordances of the system.
Beskrivning
Ämne/nyckelord
Affordance theory , affordance actualisation , Customer relationship management, , CRM-system , Enterprise system implementation , Technology adoption