Innovation of enterprises in the West Pomeranian voivodeship – a regional perspective

Purpose: This article aims to examine the influence of implementing a CRM (Customer Relationship Management) system on the innovation and competitiveness of micro, small, or medium-sized enterprises. The article formulates the following research hypothesis: "Methodically implemented CRM system adoption positively affects the speed and quality of achieving the organization's innovation and competitiveness indicators." In line with the stated goal and hypothesis, the article addresses the following research question: "What specific actions should an organization undertake to correctly implement a CRM system?" Design/Methodology/Approach: To achieve the specified objective, a critical analysis of relevant literature was employed, along with an observational method supported by argumentation that bolstered generalized theses. Additionally, methods of induction and deduction, comparisons and generalizations, as well as synthesis, were utilized. Subsequently, research was conducted using the Computer Assisted Web Interview (CAWI) method and in-depth research employing the Delphi method, which is a tool for structuring group communication processes. Findings: The deliberations led to the identification of key actions required for the successful implementation of a CRM system. Practical Implications: The issues presented in the article emphasize the need for micro, small, and medium-sized enterprises to adopt a methodical approach when implementing CRM systems. Originality Value: This article presents the outcomes of original desk research. The topic addressed had not previously been discussed in international forums.