ALIGNMENT BETWEEN A BUSINESS STRATEGY AND THE CUSTOMER RELACIONSHIP MANAGEMENT: CASE OF A PHONE COMPANY
DOI:
https://doi.org/10.14488/1676-1901.v7i2.76Abstract
The aim of this paper is to discuss the strategic alignment between business and customers’ need as a critical factor in the definition and creation of sustainable competitive advantage. By this point of view, the CRM (Customer Relationship Management) is considered as a strategic tool to make possible this alignment. The methodology selected to conduct this work was the case study in a phone company. The objective is to investigate the evolution and the stage of the alignment. The research showed a movement process from the mass production to the mass customization market approach. Key-words: Strategic Alignment, Customer Relationship Management, Dynamic Stability.Downloads
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Published
2007-10-24
How to Cite
Prieto, E., Laurindo, F. J. B., & de Carvalho, M. M. (2007). ALIGNMENT BETWEEN A BUSINESS STRATEGY AND THE CUSTOMER RELACIONSHIP MANAGEMENT: CASE OF A PHONE COMPANY. Revista Produção Online, 7(2). https://doi.org/10.14488/1676-1901.v7i2.76
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