Customer-Relationship-Management (CRM): Key success factor for International Business Management

Last modified: June 25, 2019
Estimated reading time: 1 min
Project Title: Customer-Relationship-Management (CRM): Key success factor for International Business Management
Author: Mr.Alessandro Paolo Giovanni Carlesso
Advisor: Associate Professor Dr. Om Huvanand
Degree: Master of Business Administration (International Program)
Major: Business Administration
Faculty: Graduate Schools
Academic year: 2018


Carlesso, Alessandro Paolo Giovanni. (2018). Customer-Relationship-Management (CRM): Key success factor for International Business Management. (Independent study, Master of Business Administration). Bangkok: Siam University.


Companies are in general economically independent organizational units which through its activities pursue its corporate purposes and corporate objectives. This is achieved by producing and offering products (goods or services) to the market. As companies need customers for their products, the customer plays a key role in the environment and in the interests of a company. Nowadays, the most of the companies worldwide are direct or indirect acting and integrated in an international environment. In order to remain competitive in the national and international competition, companies need to understand their customers very well and intensify the relationships with them so that they can pursue and achieve their short-term and long-term corporate goals. Many companies today use for that so-called Customer-Relationship-Management (CRM) systems with the aim to achieve this as effectively and efficiently as possible and thus to increase their economic success. As the Customer-Relationship-Management related history already several times showed, it can easily happen that customer relationship related concepts or systems fail to meet their objectives if they are insufficient understood, managed, developed, designed, implemented, operated and maintained. The same risk exists also with Customer-Relationship-Management systems.

This study intends to answer the question if Customer-Relationship-Management is a key for an international company to become economically more successful. Therefore, this study aims to identify the key influence factors between customers and international companies in terms of economic success.


Keywords:  International Business Management, customer, Customer-Relationship-Management, economic success.

Customer-Relationship-Management (CRM): Key success factor for International Business Management

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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