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Keywords: Market effectiveness
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Journal Articles
European Journal of Innovation Management (2026) 29 (5): 1625–1645.
Published: 30 December 2025
...Vinod Kumar; Sachin Kumar; Martin Čepel; Ciro Troise; Sheshadri Chatterjee Purpose Embedding GenAI competencies into customer relationship management (CRM) could arguably improve customer relationship performance (CURP) and could eventually influence market effectiveness (MREF) and sales growth...
