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The Development of Social CRM Maturity Model for the Beauty Industry

Student: Kasenkov Anton

Supervisor: Alexander Manin

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2019

This work attempts to modify existing Social CRM maturity models for the Russian beauty industry. Digitalization in general and Social CRM in particular considered to be very perspective fields of development for cosmetics market in Russia. However, in practice very few opportunities provided by the growth of social media are fully exploited by companies. Maturity models could help with this problem because they are used not only to get the evaluation of company's own progress but could also be of use for competitive analysis and in some cases serve as a prescriptive artefact and guidance for effort prioritization. In this work the concept of CRM strategy, the role of social media and maturity modeling of business processes are discussed. Based on the expert interviews, market analysis and methodology of (Röglinger et al., 2012), a new maturity model is introduced, designed specifically for Russian beauty industry conditions. The adequacy of the resulted model is partially tested on the data extracted from social media and self-evaluation provided by the workers of the companies. The direction of future research was suggested.

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