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Crm And International Channel Management

University of Strathclyde

Department of Marketing

International Channel Management

Individual Assignment




CRM and International Channel Management

Martha A. Katiforis
07/04/2003

Introduction

The objective of this study is first to examine the CRM (Customer Relationship Management) concept as apparent in academic and business literature and second to investigate areas where CRM concept relates to International Channel Management (ICM) practice.
The study is developed in two parts: Part A overviews CRM theory and practice interface while in Part B we attempt an analysis and evaluation of ICM in correlation to CRM applications. Analysis is illustrated with positive and negative examples to this end. Finally we attempt a brief overview o of CRM strategy potential of SME’s.
Due to the limited length of the study the analysis adopts a forward outlook only examining manufacturer, distributor & customer relations. However in practice CRM principles are also backward applicable and sometimes more effective through out the whole supply chain.

Part A.
Complexity both in terms of change intensity and factors’ interconnect ness in the external and competitive environment, lead most of businesses to adopt applications of new models and techniques, in order to respond effectively and efficiently to new global market dynamics. With the expansion of International trade, the plethora of goods and services offered and the surge of Internet, consumers are becoming more and more selective, knowledgeable and demanding and their share of preference is hard to gain.
To counter act those environmental conditions by the end of last century Management /Marketing academicians and practitioners developed and put into application, with the help of advanced IT technologies, the concept of CRM.
What is CRM about? Theoretically, is a focus- shift from a Producer to a Consumer Orientation with respect to business goals, strategies...