Riassunto analitico
The research thesis examines the adaptation of Customer Relationship Management (CRM) systems within internationalized companies to enhance knowledge transfer. The internationalization of businesses involves operations in diverse markets with different cultural, linguistic, operational contexts and buying behaviours, which pose challenges for the intra-organizational knowledge transfer.
Through a case study of a multinational manufacturing company, the research investigates wheather adapting CRM systems to specific local contexts can improve the transfer of knowledge between headquarters and branches. With the employment of qualitative data analysis, the research faces a dual-perspective approach, including participant observation and strategic interviews.
The analysis outlines that unification of CRM systems across different units can significantly enhance internal communication. This unification can help the overcome of behavioral, market, and cultural differences, facilitating more effective knowledge transfer within the organization.
The findings outlines also that, while local adaptations of CRM systems can address specific contextual challenges, the strategy of system unification is crucial for mproving organizational cohesion and fostering knowledge flow.
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