Techno Based Innovation for Enhanced Relationship: A Study in Footwear Industry

Abstract

In India owing to the diversity and the large number of intermediary the customer response at times fail to provide the companies with the in time support for coping up the spontaneity of the fashion industry. This lays down the quintessence of this paper. The paper is an attempt to laid down the conceptual framework about the Techno based relationship using e-CRM tool and to chalk out the value addition by techno based innovation tool implementation in the companies. It also aims to analyse the benefits derived from innovation tool such as personalisation and how some of the benefits in-turn provide the companies with the competitive edge in the prevailing dynamic market. We also try to acknowledge the challenges posed to the organisations and how e-CRM adoption and implementation has powered the organisation to cater it.