Details

Autor(en) / Beteiligte

• Rîpa, Ioan-Alexandru
• Nicolescu, Luminiţa

Titel

The Link between Innovation and Customer Relationship Management: The Analysis of WEB Discourse of Multinational Companies

Ist Teil von

• Review of International Comparative Management, 2024-03, Vol.25 (Vol. 25 No. 1), p.80-91

Ort / Verlag

Bucharest: Revista de Management Comparat International

Erscheinungsjahr

2024

Link zum Volltext

Quelle

EZB Free E-Journals

Beschreibungen/Notizen

• Multinational companies (MNCs) compete each other in a very tough business environment. They try to gain new customers while maintaining the old ones and improving the relationships with them. In order to achieve customer satisfaction and loyalty, MNCs develop strong customer relationship management (CRM) strategies and techniques to further enhance the existing collaborations. In addition, companies race each other in innovations. In pursuance of providing new or enhanced products to their customers, MNCs innovate continuously. A high degree of innovation preserves customers interest. The current paper aims to investigate the potential connection between innovation and customer relationship management at the level of top multinational companies activating in consumer goods industry. The methodology employed is documentation based on the analysis of the web sites discourse of top MNC, followed by testing the correlation between CRM and innovation. Results show that there is a rather weak, negative correlation between CRM dimensions and innovation types in the studied MNC, with only few positive associations. Therefore, practitioners need to adapt their business strategies individually when planning to innovate or to implement CRM at company level.