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Augmented CRMs as a potent strategy for overcoming challenges of digital global connectivity, global multi-sided platforms, and the emerging restrictive trade and commerce

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  • Hamid Etemad

    (McGill University)

Abstract

This research examines the highly potent forces adversely affecting SMEs’ global competitiveness and affecting their growth at home and internationally, which require a strategic strengthening of their past strategies to restore, if not increase, their growth and internationalization potentials. Such re-strategizing challenges should include a thorough examination of all opposing forces, a detailed strengthening of the firm’s respective capabilities to fight them, and a strong emphasis on the firm’s communication, marketing, and promotion campaigns to publicize its newly gained global competitive advantages against opposing forces. Accordingly, the paper examines the list of prominent factors and forces affecting smaller firms adversely, and documents research-based suggestions in some details, and for each of which it formulates marketing and promotional campaigns, including a high improvement of its organizational and consumer relation management (OCRMs and CRMs) to inform and to reattract the firm’s past and engage new buyers and suppliers.

Suggested Citation

  • Hamid Etemad, 2025. "Augmented CRMs as a potent strategy for overcoming challenges of digital global connectivity, global multi-sided platforms, and the emerging restrictive trade and commerce," Journal of International Entrepreneurship, Springer, vol. 23(1), pages 1-22, March.
    • Handle: RePEc:kap:jinten:v:23:y:2025:i:1:d:10.1007_s10843-025-00393-w
    DOI: 10.1007/s10843-025-00393-w
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