Reference no: EM131135806

There is growing body  of evidence that suggest that the with the changing global business climate, firms  are  beginning  to  embrace  the  concept  of  managing  customers  rather  than products to ensure greater sustainability. Given this:

1. Read the article "Analyzing the Diffusion of Global Customer Relationship Management: A Cross Cultural Modelling Framework," by V Kumar, Sarang Sunder and BRamaseshan, to give an initial understanding on this phenomena.

2. Further read other related journal articles, case studies and relevant literatures to build a case on the above assertion.

3.Your discussion should specifically analyze how both Multinational and local (domestic)companies have reacted and accommodated to this trend.

4. With the above analysis establish best practices that you have observed.

5. Based upon your findings, make recommendations that will help organizations improve its current practices to be sustainable and remain profitable in the future.

(3000 words)

Assignment Writing Format

i.  Abstract

ii.  Acknowledgement

iii.  Content Page

iv.  List of chart/figure/table

1.0  Introduction

Introduce the topic (1st paragraph)

1.1  Research Objectives

2.0   Findings

• Carry out a literature review based on the given article.
• Provide a clear perspective/definition of the said concept and equation.

3.0  Analysis

• Discuss how Multinational firms have reacted and accommodated.
• Discuss how domestic (local) firms have reacted and accommodated.
• Your analysis should also include the challenges  faced by these firms in moving from product oriented to customer oriented.
• Further analysis should also include customer reaction and reception towards this approach.

4.0  Conclusion

Best practices identified.

5.0  Recommendations

Recommendation for sustainability and profitability.

v.  Appendices

vi.  References