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Spring 2013

Guidelines for Group Project

Issue: The project examines how CRM creates competitive advantage for a firm.
Due Date: June 25, 2013 (Tuesday)
Hardcopy and electronic version are both welcome.
guidelines for your term project.

Here are some thoughts and

I. Forming Project Groups

Based on the size of this project, I suggest you may choose your own groups of
2~4 members. Because group work requires close coordination, I recommend
considering compatibility in availability (e.g., class/work times, home/work location
and other constraints) before finalizing group membership. A list of group members
is due to me no later than May 7 (Tuesday).
II. Project Components
Your project report will investigate how a firm (business unit, department,
function) approached CRM, why they turned to a CRM strategy and what the desired
and actual outcomes were. The level of analysis can be at the firm level, the
functional level (marketing, sales, service) or at the customer level. The challenge
for you will be to stay away from descriptive platitudes and to derive real insight as to
what caused success (or failure) of a CRM strategy. The content sections should
minimally include:
1. Executive summary: one or two paragraphs reiterating you key points.
2. The first part develops the context of the CRM strategy. What are the specific
environmental, competitive, and technological changes that lead to an adoption of
CRM practices?
3. The second part describes what the specific CRM strategy is and what the links to
the business model are.
4. The third part analyzes the appropriateness and effectiveness of the CRM strategy
for the given situation. Does it generate competitive advantage? You may also
compare the focal firms approach to that of a competitor and highlight the
differences in strategy, implementation and results.
5. Finally, you will make a set of recommendations of how to further leverage the
chosen CRM approach.
6. Bibliography and/or reference list additional resources to learn more, which might
include websites, articles, videos, etc.


Spring 2013

Information sources for the project report are secondary data sources such as
newspaper, trade magazines, analyst reports, or primary data sources (e.g., interviews).
A caveat: there is very much information on this topic on the Internet. The problem
with much of this is that it doesnt offer a great deal of insight. Therefore, I urge you
to be critical with this information.
III. Formatting
The format of the project report must conform to the followings:
1. The report (use MS Word or equivalent) should be 10 pages or more in length,
single spaced. It can be English or Chinese.
2. Font for English report is Times New Roman; Font for Chinese report is
Font size is 12 pt.
3. Page size is A4 or letter. Must be typewritten with standard boarders (Margin: top
1, bottom 1, left 1, right 1). Pages should be numbered consecutively
throughout the report.
4. Must begin with a cover page that indicates the course name, the title of the project,
each members student numbers as well as names, and the date.
5. All of the tables and/or figures, if any, must be neat, easy to read, numbered
consecutively, and clearly labeled and footnoted.
6. Footnotes may be used but must be numbered consecutively throughout the paper.
Do not put references in footnotes.
7. All references must be listed alphabetically.
8. List each group members contribution(s) on the final page. Please clearly specify
each members job items and work. Your grade on this project depends on the
amount and quality of your work.
IV. Evaluation
The project will be evaluated on:
1. The degree of insight offered (as compared to description)
2. The link to concepts presented in the course (the quality of the link is critical, not
the number of concepts used)
3. Whether the recommendations are valuable, realistic, and well supported.
Although this is a group work, the grade may not be assigned equally to all group
members according to each individuals effort. The followings are grading criteria
for your reference.


Spring 2013

The assignment consistently exceeds expectations. It
demonstrates originality of thought ad creativity
throughout. Beyond completing all of the required
elements, new concepts and ideas are detailed that
transcend general discussions along similar topic areas.
There are few mechanical, grammatical or
organizational issues that detract from the presented
The assignment consistently meets expectations. It
contains all the information prescribed for the
assignment and demonstrates as a command of the
subject matter. There is sufficient detail to cover the
subject completely but not too much as to be
distracting. There may be some procedural issues, such
as grammar or organizational challenges, but these do
not significantly detract from the intended assignment
The assignment fails to consistently meet expectations.
That is, the assignment is complete but contains
problems that detract from the intended goals. These
issues may be relating to content detail, be
grammatical, or be a general lack of clarity. Other
problems might include not fully following assignment
The assignment constantly fails to meet expectations. it
is incomplete or in some other way consistently fails to
demonstrate a firm grasp of the assigned material.



A, A, A+

88 or over

B, B, B+

80 ~ 87

C, C, C+

70 ~ 79

Below C

Below 70

If you use text, figures, or data created by others you must identify the source
and clearly differentiate you work from the material that you are referencing. If you
fail to do so you are PLAGIARIZING. There are many different acceptable
formats you can use to cite the work of others. The citation format is not as
important as the intent. You must clearly show the reader what is your work and
what is a reference to someone elses work.