The Impact of Opportunity Management on the Relationship Business Model (A Study in the Polish Housing Industry)

Bartosz Deszczyński


This paper illustrates the level of proficiency of multistage and multi-channel dialogue between the customers and the companies on the example of opportunity management conducted primarily in the Polish housing industry. Opportunity management (also called lead management) is an initial customer relationship management (CRM) process that connects the sales persons and the customers ready to make a purchase. Unlike the other processes its close link to transaction makes it ideal to achieve quick-wins making CRM business case cogent. However the research shows that the companies have severe problems in sustaining coherent dialogue with their prospective buyers what possibly reflects their relationship management immaturity. The aim of this article is to explain the nature of this phenomenon and its impact on the relationship business model.
Author Bartosz Deszczyński (WGM / KMM)
Bartosz Deszczyński,,
- Department of International Marketing
Journal seriesJournal of Eastern European and Central Asian Research, ISSN 2328-8272, e-ISSN 2328-8280 , (0 pkt)
Issue year2016
Publication size in sheets0.5
Keywords in EnglishCustomer relationship management, Housing industry, Lead management, Multi-channel dialogue, Opportunity management, Poland
Languageen angielski
Score (nominal)5
Score sourcejournalList
ScoreMinisterial score = 0.0, 19-12-2019, ArticleFromJournal
Ministerial score (2013-2016) = 5.0, 19-12-2019, ArticleFromJournal
Publication indicators WoS Citations = 0
Citation count*3 (2020-09-25)
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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