This study concentrates on Tesco and Sainsburys - two major retailers in the United Kingdom as cases. The contents are rigorously developed under the title A Comparative Case Study Investigating the Adoption of CRM - The Case of Tesco and Sainsburys. From cross comparison viewpoint, the set objectives are: first, to explore the key influential aspects of Customer Relationship Management (CRM); second, to identify the current trends of CRM adoption; third, to identify the CRM practices employed by Tesco and Sainsburys; and finally, to critically evaluate and compare the impact of the CRM...