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

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

The 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.
Original languageEnglish
Title of host publicationStrategic Knowledge Management in Multinational Organizations
Subtitle of host publicationPremier Reference Source
PublisherIGI Global
Chapter16
Pages227-255
ISBN (Print)9781599046303
Publication statusPublished - 31 Aug 2007

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  • Cite this

    Batista, L. (2007). CRM Practices and Resources for the Development of Customer-Focused Multinational Organizations. In Strategic Knowledge Management in Multinational Organizations: Premier Reference Source (pp. 227-255). IGI Global.