CRM Practices and Resources for the Development of Customer-focused Multinational Organizations

Batista, Luciano (2008) CRM Practices and Resources for the Development of Customer-focused Multinational Organizations. In: Strategic Knowledge Management in Multinational Organizations. Premier Reference Source . IGI Global, USA, pp. 227-255. ISBN 9781599046303

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Abstract

This chapter aims to provide a complete characterization of the different perspectives of customer relationship management (CRM) and its potentialities to support knowledge management practices in a multinational context. It describes the strategic and technological dimensions of CRM and how its adoption supports the development of a learning and customer-focused organization, with special emphasis on multinational corporations. CRM strategic approach entails the adoption of customer-focused initiatives and the development of learning relationships with customers. On the other hand, its technological dimension integrates a variety of different information and communication technologies, which makes a powerful system for improving the process of knowledge acquisition. This way, different subsidiaries of a multinational corporation can develop their learning capability so that they can better identify local market demands. As a result, the corporation is able to more accurately create a global knowledge stock about its different markets in different regions of the world.

Item Type:	Book Section
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Depositing User:	Luciano Campos Batista
Date Deposited:	03 Apr 2012 14:59
Last Modified:	24 Sep 2024 07:41
URI:	https://ueaeprints.uea.ac.uk/id/eprint/38648
DOI:	10.4018/978-1-59904-630-3

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