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Technical, Organizational and Cross-cultural issues associated with the deployment of Customer Relationship Management (CRM) in Transnational and Global Multicultural Organizations

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  • Isern Germinal

    (Clark University)

  • Sena Giuseppe

    (MassBay Community College)

Abstract

In the past few years the way in which, organizations, companies and corporations structure themselves has given a 180 degrees turnaround, switching from a structure based in products to a structure based in customers. The first big change was the introduction and use of Enterprise Resource Planning Systems (ERP) like SAP and Oracle. Those ERP systems changed the way in which the information was managed in large corporations including now a central database and visualizing the structures and functions of the corporation by business processes and not by business areas. Also lately with the advent of the WEB 2.0, the boom of the social media and the big data analytics areas, business, marketing and the relation with the customer has totally changed. One of the most important drivers for this turnaround is the adoption of Customer Relationship Management (CRM). CRM is supporting software designed to improve the relation with the current customers (loyalty) using modern social media and massive marketing technologies.

Suggested Citation

  • Isern Germinal & Sena Giuseppe, 2015. "Technical, Organizational and Cross-cultural issues associated with the deployment of Customer Relationship Management (CRM) in Transnational and Global Multicultural Organizations," Journal of Intercultural Management, Sciendo, vol. 6(3), pages 187-196, September.
    • Handle: RePEc:vrs:joinma:v:6:y:2015:i:3:p:187-196:n:14
    DOI: 10.2478/joim-2014-0029
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