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

Batista, Luciano (2007). CRM Practices and Resources for the Development of Customer-focused Multinational Organizations. In: O'Sullivan, Kevin ed. Strategic Knowledge Management in Multinational Organizations. New York, USA: IGI Global / Information Science Reference, pp. 227–255.

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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.

Item Type: Book Section
ISBN: 1-59904-630-X, 978-1-59904-630-3
Keywords: CRM, Knowledge Management, Multinational Organizations
Academic Unit/School: Faculty of Business and Law (FBL)
Research Group: Innovation, Knowledge & Development research centre (IKD)
Item ID: 10755
Depositing User: Luciano Batista
Date Deposited: 27 May 2008
Last Modified: 08 May 2019 13:35
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