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.

URL: https://www.igi-global.com/chapter/crm-practices-r...

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.

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