Please use this identifier to cite or link to this item: http://buratest.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 SizeFormat 
Ali_Collecter2003_final.pdf146.24 kBAdobe PDFView/Open


Items in BURA are protected by copyright, with all rights reserved, unless otherwise indicated.