The Impact of Supplier Relationship Management on Competitive Performance of Manufacturing Firms
Mueller characterises customer relationship management aspect of the business as a highly dynamic, and convincingly argues that businesses have to adopt a proactive approach in devising relevant programs and initiatives in order to remain competitive in their industries. Sinkovics and Ghauri relate the necessity for engaging in customer relationship management to high cost of direct sales, highly intensifying level of competition in the global level, and need for information about various aspects of the business in general, and consumer behaviour in particular, that can be used to increase the levels of sales. According to Peppers and Rogers , there is global tendency in customer relationship management that relates to the shift from transactional model towards the relationship model.
Supply Chain Management plays a crucial role in the processes of any large organization. Also, one notable intimidating task is the management of the global supply chain. Developing a dependable process of sharing information between relevant parties is the foundation for building a solid business connection.