Análisis del grado de implantación de la solución tecnológica CRM en el sector de la producción de vinos en España

Abstract

The wine production and distribution sector (wineries) are one of the most representative of the Spanish productive economy. Composed mostly of small and medium-sized companies, many of them family-owned and low-tech, this sector faces with difficulty the challenge of digital transformation that their companies need to maintain their competitive advantage and their position in the current market. The use, by these companies, of a Customer Relationship Management (CRM) system to manage their relationships with customers, is indicative of their efforts to face this challenge of digital transformation. This study addresses, scientifically and far from business interests, a complete analysis of the companies in the sector that use a CRM system, in order to detect which factors, indicate a priori a greater predisposition to use these business management systems.