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http://bura.brunel.ac.uk/handle/2438/1876
Title: | Investigating the impact of cross-cultural on CRM implementation: a comparative study |
Authors: | Ali, M Alshawi, S |
Issue Date: | 2003 |
Publisher: | National University of Ireland, Galway, Ireland |
Citation: | CollECTeR (Europe), June 2003, National University of Ireland, Galway, Ireland |
Abstract: | In a competitive world there is a need for companies to maximise all their resources. One of the resources that are often overlooked is that of existing customer base. Customer relationship management (CRM) is a tool that is becoming increasingly popular as it provides a method of maximising existing customer resource as well as adding value from the customers’ perception. CRM consists of three simultaneous considerations that drive CRM strategy: (1) people, business culture and relationships, (2) processes, and (3) technology. In a globalise economy, cross-cultural is becoming of extreme importance to many researchers and practitioners, but there is a lack of literature on the impact of cross-cultural on CRM implementation. Multinational organizations face the situation of how to adopt CRM implementation process according to differences in culture factors from country to country. |
URI: | http://bura.brunel.ac.uk/handle/2438/1876 |
Appears in Collections: | Business and Management Brunel Business School Research Papers |
Files in This Item:
File | Description | Size | Format | |
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Ali_Collecter2003_final.pdf | 146.24 kB | Adobe PDF | View/Open |
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