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Second, the authors develop the empirically grounded framework of the underlying issues in the initiation of mCRM.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>A single\u2010case\u2010study method is used for the empirical component of the study in order to gain a holistic view of the case and access to latent and confidential information of the company under scrutiny. Semi\u2010structured interviews of the key informants of the company form the main data source through which the issues are identified and the proposed framework is built.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The proposed framework identifies issues that can be divided into three categories (exogenous, endogenous and mCRM\u2010specific) the company has to take into account when moving towards mCRM.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>Since, this is a single\u2010case study the findings cannot be generalized and used in other contexts without reservation.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>When planning to initiate mCRM, the illustrated framework includes all the vital issues that should be considered and serves as a preliminary guideline from which to approach mobile CRM.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>This paper shed light on the emerging phenomenon known as mCRM.<\/jats:p><\/jats:sec>","DOI":"10.1108\/14637150710834541","type":"journal-article","created":{"date-parts":[[2007,11,17]],"date-time":"2007-11-17T07:03:18Z","timestamp":1195282998000},"page":"771-787","source":"Crossref","is-referenced-by-count":37,"title":["Mobile customer relationship management: underlying issues and challenges"],"prefix":"10.1108","volume":"13","author":[{"given":"Jaakko","family":"Sinisalo","sequence":"first","affiliation":[]},{"given":"Jari","family":"Salo","sequence":"additional","affiliation":[]},{"given":"Heikki","family":"Karjaluoto","sequence":"additional","affiliation":[]},{"given":"Matti","family":"Lepp\u00e4niemi","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2022020719453141300_b1","unstructured":"Anckar, B. and D'Incau, D. 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