E-business technologies for xRM: Exploring the readiness of public broadcasters |
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Authors: | Dušan Barać Vanjica Ratković-Živanović Marijana Despotović-Zrakić Aleksandra Labus Zorica Bogdanović |
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Affiliation: | 1. Faculty of Organizational Sciences, University of Belgrade, Jove Ili?a 154, 11000 Belgrade, Serbia;2. Radio Television of Serbia, Takovska 10, Belgrade, Serbia |
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Abstract: | This paper examines the possibilities of enhancing relationship management between public service broadcasters and their stakeholders by harnessing the potential of newest e-business technologies and concepts, such as: social media, digital and interactive TV, and mobile computing. In order to facilitate adoption of relationship management strategy, a framework for leveraging relationship management is proposed. Evaluation was performed within the e-business system of a public broadcaster. This empirical study explored the readiness and expected benefits of relationship management implementation. The research results have indicated that a public broadcaster could achieve a higher level of social responsibility, improve business sustainability, and empower communication and collaboration with all the stakeholders by using emerging technologies for relationship management activities. |
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Keywords: | Relationship management Public service broadcasting Electronic media New e-business technologies |
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