ABSTRACT

This chapter discusses the challenges facing successful Customer Relationship Management (CRM) implementation efforts, and elaborates on the characteristics of an effective change management program. The proximity of so many national boundaries in Europe could also help explain the fact that studies have shown a higher level of privacy concerns in Europe, relative to the United States. Additionally, US firms tend to have more unused data than that of European companies. The generalities may help shed light on how a firm could benefit from having a transnational strategy that encourages information sharing within the firm, and are a helpful starting point for firms in their quest to pursue a CRM strategy in our increasingly global business environment. A cultural focus, if done correctly, can help to broaden the focus of CRM strategies beyond the domestic, local market, and can help customer-focused organizations create a sustainable competitive advantage in all of the markets that they serve throughout the world.