Corporate strategy, corporate culture & customer information

Myropi Garri, N. Konstantopoulos, M. Bekiaris

Research output: Contribution to journalArticlepeer-review

Abstract

The original definition of CRM describes it as a strategic process combining management practices, knowledge, resources and suitable customer information software of a firm to better serve the needs of its customers and to increase their loyalty. This view greatly depends on information technology support and software development. Is the acquirement of such software from the enterprise interconnected with the corporate strategy designed and the corporate culture developed? This paper examines on the correlation between the existence of customer information software in internationalized companies with concrete corporate strategies developed and implemented by the companies. Empirical results showed that when a corporation uses CRM information software, then multiple marketing strategies to approach customers and markets, complex market strategies and corporate strategies of high internationalization involvement are developed, facts that reflect the creation of a strategically structured, outward-oriented and customer focused corporate culture.
Original languageEnglish
Pages (from-to)669-677
Number of pages9
JournalProcedia - Social and Behavioral Sciences
Volume73
DOIs
Publication statusPublished - 27 Feb 2013

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