# Toward a contingency theory of CRM adoption

> Research article (Journal of Strategic Marketing, 2016) · cited 37× · AI/ML

**Wikidata**: [openalex:W2326165544](https://www.wikidata.org/wiki/openalex:W2326165544)  
**Source**: https://4ort.xyz/entity/toward-a-contingency-theory-of-crm-adoption