Digital Transformation and Change Management in the Machining Industry: A Use Case based CRM Rollout Plan for Gühring France and a Blueprint for Global Subsidiaries

The digital transformation of sales processes poses significant challenges for multinational industrial firms, particularly when harmonizing global standards with subsidiaries characterized by low digital maturity. This thesis examines the introduction of a globally standardized CRM system within the Gühring Group, focusing on the organizational and process-related barriers encountered at Gühring France. The primary objective is to develop a subsidiary-specific, use-case-based rollout plan and a scalable blueprint to facilitate future implementations across global subsidiaries. To achieve this, a qualitative case study was conducted, incorporating 18 semistructured interviews with stakeholders from France, Germany, and Sweden, alongside participant observations and internal document analysis. The research investigated the impact of organizational readiness, process standardization, and individual technology acceptance on rollout effectiveness. The findings reveal a significant gap between existing informal sales routines and the required global digital standards. Key success factors identified include the necessity of phased implementation, French-language on-site training, and the demonstration of reciprocal value to users to mitigate fears of surveillance and administrative burden. Furthermore, results suggest that organizational trust and perceived managerial intent are critical moderators of system adoption in decentralized environments. This study highlights the importance of maturity-based differentiation in global IT rollouts, suggesting that standardized frameworks must be calibrated to the specific digital readiness of local units to ensure sustainable digital transformation