Nos últimos anos, as organizações enfrentam um mercado com alta competitividade e, obrigatoriamente, buscam vantagem competitiva. Diante desse cenário, o foco no cliente é apontado como solução para o alcance da vantagem competitiva sustentável. E, conseqüentemente, a filosofia do marketing Itol é inserida nesse contexto. Paralelamente, o grande desenvolvimento da tecnologia de informação aparece como uma variável ímpar nesse cenário, agravando a concorrência no mercado e, simultaneamente, viabilizando a filosofia do marketing Itol. Desse modo, surge o CRM (Customer Relationship Management) como estratégia de negócio. Este trabalho, baseado na pesquisa bibliográfica e no estudo de caso exploratório, propõe um conjunto de soluções de CRM para uma empresa do setor sucroalcooleiro. Ao longo desse estudo, procurou-se analisar os principais conceitos, ferramentas, condições propícias e obstáculos inseridos nesse assunto e, sobretudo, identificá-los e contextualizá-los na realidade empresarial pesquisada. Sendo assim, após esse estudo de caso, conclui-se que a concepção do CRM precisa ser uma necessidade organizacional e coerente com o respectivo contexto. Entretanto, percebe-se a pertinência das principais condições propícias e dificuldades para a implantação do CRM, que foram observadas e discutidas no decorrer da revisão bibliográfica. Finalmente, ressaltam-se a individualidade organizacional e a peculiaridade do respectivo mercado de atuação. Portanto, pode-se afirmara necessidade de personalizar cada estratégia de CRM. / In recent years, the organizations have being faced a very competitive marketplace and they must seek for a competitive advantage. According to the scenery, the focus on clients is pointed out as the solution to reach a sustainable competitive advantage. Consequently, the conception of the marketing one to one appears in this context. Moreover, the huge development of the information technology represents an important factor, which aggravates the competition in the marketplace and, at the same time, it enables the conception of the marketing one to one. In this case, the CRM (customer relationship management) surges as a business strategy. This dissertation, which is based on the bibliographic research and the case study, proposes a set of solutions of CRM for a company of the sugar alcohol industry. During this study, some aspects were analyzed such as main concepts, tools, good conditions and obstacles inside of this subject and, especially, defining them in the reality of this researched organization. To make a summary, after this study, it is possible to conclude that the conception of CRM should be a company necessity and coherent with its context. However, it is also possible to realize the relevance of the major suitable conditions and the difficulties to set up of the CRM, which were discussed in the bibliographic review. Finally, it must emphasize the organizational individuality and the peculiarity of the respective market. Therefore, it confirms the needof personalizing each strategy of CRM.

<p><strong>Syfte: </strong>Syftet med denna uppsats är att illustrera vilka faktorer som påverkar kundrelationer och hur ett företag bör gå tillväga för att förbättra dessa samt för att bevara sina kunder. Vi vill ge en illustration på hur en välorganiserad kundrelation kan framkallas. Uppsatsen är även en undersökning som kommer att framhäva Länsförsäkringarnas varianter av strategier och metoder inom kundrelation, detta kommer även att baseras ur kundens perspektiv. Det vitalaste kommer att handla om hur Länsförsäkringarna kan förbättra och utveckla detta.</p><p> </p><p><strong>Metod: </strong>Vi valde att använda oss av primärdata för att öka trovärdigheten genom enkätundersökning och intervjuer, våra sekundärdata användes för att ge stöd till den primäradatan med författares och forskares teorier. Sedan jämförde vi resultatet från intervjuerna och enkätundersökningen med vad teoretikerna anser för att se om det överensstämmer med resultatet.</p><p> </p><p><strong>Resultat & slutsats: </strong>Vi tycker att det har varit ett intresseväckande arbete att följa Länsförsäkringarnas tillvägagånssätt om hur de bemöter kunderna och relationen till dem. Verksamheten är ledande inom försäkringar men befinner sig i en konkurrenskraftig marknad. Därför är det viktigt att omhänderta sina kunder, särskilt de kunder som idag är missnöjda och som troligtvis inte har orkat byta försäkringsbolag. Det är dessa kunder som kan föra vidare det dåliga ryktet om företaget till nya potentiella kunder. Vi anser att företaget har en bristande kundrelation, detta har bekräftats med empiriska studier och med den sekundäradata.</p><p><strong>Förslag till fortsatt forskning: </strong>Det finns många aspekter att analysera, som exempelvis; en djupgående studie om hur CRM implementeras och används av konkurrenterna (IF, Trygghansa och Folksam) samt i jämförelse med Länsförsäkringarna.</p><p> </p><p><strong>Uppsatsens bidrag:</strong> Detta arbete ger en verklighetssyn av Länsförsäkringarnas relationer till sina kunder och hur företaget skall förbättra detta samt utveckla personalens kompetens inom det berörda området.</p><p><strong> </strong></p><p><strong>Nyckelord och förkortningar: </strong>Lf = Länsförsäkringarna, Rm= Relationsmarknadsföring, Crm= Customer relationship management, Rm-tåget= Relationsmarknadsföringståget,</p><p>E-CRM= Electronic customer relationship management, Kundnöjdhet, Kundrelationer, Kundlojalitet</p> / <p><strong>Aim:</strong> The purpose of this essay is to ilustrate factors which influence customer relationship and how companies should improve and retain their customers.We want to show how an organized customer relationship can evoke. This essay is also an investigation which will bring out different variations of strategies and methods of customer relationship. This will also base on the customer experience. The most important thing is that the essay will give the readers answers on how the company Länsförsäkringarna can develop these strategies.</p><p><strong> </strong></p><p><strong>Method:</strong> We have chosen to use Primary data to increase the reliability threw interviews and questionnaire examination.We also used secondary data to provide support to the primary data.We compered the results from the interviews and questionnaire examination with professors and authors teories</p><p><strong> </strong></p><p><strong>Result and Conclusions</strong></p><p>We think that it has been an intresting work to follow Länsförsäkringarna strategies on how they aproach the customers and their relationship with them. Länsförsäkringarna are leaders in their business in insurance but their position in the market is very competitive. Therefore it is very important to take a good care of the cutomers, especially the customers who are not satisfied and don’t care to change to another incuranse company. They will surtenly spread a bad reputation about Länsförsäkringarna threw word of mouth to the new potential customers. In our opinion we think that Länsförsäkringarna have a bad relation to their customers and that have been confirmed by our empirical studies and with the help of secondary data.</p><p><strong> </strong></p><p><strong>Sugestion of future research </strong></p><p>There are many aspects to analyze, for example a deep going study about how to implement CRM and how it is used by competetors of Länsförsäkringarna, and also to compare the study with Länsförsäkringarna.</p><p> </p><p><strong>Contribution of the thesis</strong></p><p>This work gives a realitypicture of Länförsäkringarna:s relations to their customers and how the company shall develop their staff competence in customer relationship management.</p><p> </p><p><strong>Key words</strong></p><p>Lf = Länsförsäkringarna, Rm= Relationship marketing, Crm= Customer relationship management, Rm-tåget= Relationshipmarketing train,</p><p>E-CRM= Electronic customer relationship management, Customer satisfaction, Customer relationship, Customer loyalty</p>

The supplier relationship manager is one of the eight business processes of Supply chain management. There have been many researches carried out about the supply chain processes integration. However, a lack of theory has been noticed on the integration of the supplier relationship management process and no research has coped with a case study of the integration of this process between the manufacturer and its first upstream tier. The lack is also consequent when studying the obstacles to the supplier relationship management integration in Swedish construction equipment companies.

Syfte: Syftet med denna uppsats är att illustrera vilka faktorer som påverkar kundrelationer och hur ett företag bör gå tillväga för att förbättra dessa samt för att bevara sina kunder. Vi vill ge en illustration på hur en välorganiserad kundrelation kan framkallas. Uppsatsen är även en undersökning som kommer att framhäva Länsförsäkringarnas varianter av strategier och metoder inom kundrelation, detta kommer även att baseras ur kundens perspektiv. Det vitalaste kommer att handla om hur Länsförsäkringarna kan förbättra och utveckla detta.   Metod: Vi valde att använda oss av primärdata för att öka trovärdigheten genom enkätundersökning och intervjuer, våra sekundärdata användes för att ge stöd till den primäradatan med författares och forskares teorier. Sedan jämförde vi resultatet från intervjuerna och enkätundersökningen med vad teoretikerna anser för att se om det överensstämmer med resultatet.   Resultat &amp; slutsats: Vi tycker att det har varit ett intresseväckande arbete att följa Länsförsäkringarnas tillvägagånssätt om hur de bemöter kunderna och relationen till dem. Verksamheten är ledande inom försäkringar men befinner sig i en konkurrenskraftig marknad. Därför är det viktigt att omhänderta sina kunder, särskilt de kunder som idag är missnöjda och som troligtvis inte har orkat byta försäkringsbolag. Det är dessa kunder som kan föra vidare det dåliga ryktet om företaget till nya potentiella kunder. Vi anser att företaget har en bristande kundrelation, detta har bekräftats med empiriska studier och med den sekundäradata. Förslag till fortsatt forskning: Det finns många aspekter att analysera, som exempelvis; en djupgående studie om hur CRM implementeras och används av konkurrenterna (IF, Trygghansa och Folksam) samt i jämförelse med Länsförsäkringarna.   Uppsatsens bidrag: Detta arbete ger en verklighetssyn av Länsförsäkringarnas relationer till sina kunder och hur företaget skall förbättra detta samt utveckla personalens kompetens inom det berörda området.   Nyckelord och förkortningar: Lf = Länsförsäkringarna, Rm= Relationsmarknadsföring, Crm= Customer relationship management, Rm-tåget= Relationsmarknadsföringståget, E-CRM= Electronic customer relationship management, Kundnöjdhet, Kundrelationer, Kundlojalitet / Aim: The purpose of this essay is to ilustrate factors which influence customer relationship and how companies should improve and retain their customers.We want to show how an organized customer relationship can evoke. This essay is also an investigation which will bring out different variations of strategies and methods of customer relationship. This will also base on the customer experience. The most important thing is that the essay will give the readers answers on how the company Länsförsäkringarna can develop these strategies.   Method: We have chosen to use Primary data to increase the reliability threw interviews and questionnaire examination.We also used secondary data to provide support to the primary data.We compered the results from the interviews and questionnaire examination with professors and authors teories   Result and Conclusions We think that it has been an intresting work to follow Länsförsäkringarna strategies on how they aproach the customers and their relationship with them. Länsförsäkringarna are leaders in their business in insurance but their position in the market is very competitive. Therefore it is very important to take a good care of the cutomers, especially the customers who are not satisfied and don’t care to change to another incuranse company. They will surtenly spread a bad reputation about Länsförsäkringarna threw word of mouth to the new potential customers. In our opinion we think that Länsförsäkringarna have a bad relation to their customers and that have been confirmed by our empirical studies and with the help of secondary data.   Sugestion of future research There are many aspects to analyze, for example a deep going study about how to implement CRM and how it is used by competetors of Länsförsäkringarna, and also to compare the study with Länsförsäkringarna.   Contribution of the thesis This work gives a realitypicture of Länförsäkringarna:s relations to their customers and how the company shall develop their staff competence in customer relationship management.   Key words Lf = Länsförsäkringarna, Rm= Relationship marketing, Crm= Customer relationship management, Rm-tåget= Relationshipmarketing train, E-CRM= Electronic customer relationship management, Customer satisfaction, Customer relationship, Customer loyalty

Nos últimos anos, as organizações enfrentam um mercado com alta competitividade e, obrigatoriamente, buscam vantagem competitiva. Diante desse cenário, o foco no cliente é apontado como solução para o alcance da vantagem competitiva sustentável. E, conseqüentemente, a filosofia do marketing Itol é inserida nesse contexto. Paralelamente, o grande desenvolvimento da tecnologia de informação aparece como uma variável ímpar nesse cenário, agravando a concorrência no mercado e, simultaneamente, viabilizando a filosofia do marketing Itol. Desse modo, surge o CRM (Customer Relationship Management) como estratégia de negócio. Este trabalho, baseado na pesquisa bibliográfica e no estudo de caso exploratório, propõe um conjunto de soluções de CRM para uma empresa do setor sucroalcooleiro. Ao longo desse estudo, procurou-se analisar os principais conceitos, ferramentas, condições propícias e obstáculos inseridos nesse assunto e, sobretudo, identificá-los e contextualizá-los na realidade empresarial pesquisada. Sendo assim, após esse estudo de caso, conclui-se que a concepção do CRM precisa ser uma necessidade organizacional e coerente com o respectivo contexto. Entretanto, percebe-se a pertinência das principais condições propícias e dificuldades para a implantação do CRM, que foram observadas e discutidas no decorrer da revisão bibliográfica. Finalmente, ressaltam-se a individualidade organizacional e a peculiaridade do respectivo mercado de atuação. Portanto, pode-se afirmara necessidade de personalizar cada estratégia de CRM. / In recent years, the organizations have being faced a very competitive marketplace and they must seek for a competitive advantage. According to the scenery, the focus on clients is pointed out as the solution to reach a sustainable competitive advantage. Consequently, the conception of the marketing one to one appears in this context. Moreover, the huge development of the information technology represents an important factor, which aggravates the competition in the marketplace and, at the same time, it enables the conception of the marketing one to one. In this case, the CRM (customer relationship management) surges as a business strategy. This dissertation, which is based on the bibliographic research and the case study, proposes a set of solutions of CRM for a company of the sugar alcohol industry. During this study, some aspects were analyzed such as main concepts, tools, good conditions and obstacles inside of this subject and, especially, defining them in the reality of this researched organization. To make a summary, after this study, it is possible to conclude that the conception of CRM should be a company necessity and coherent with its context. However, it is also possible to realize the relevance of the major suitable conditions and the difficulties to set up of the CRM, which were discussed in the bibliographic review. Finally, it must emphasize the organizational individuality and the peculiarity of the respective market. Therefore, it confirms the needof personalizing each strategy of CRM.

Vor dem Hintergrund der Zunahme unstrukturierter Daten für Unternehmen befasst sich dieser Beitrag mit den Möglichkeiten, die durch den Einsatz der Business Intelligence für Unternehmen bestehen, wenn durch gezielte Analyse die Bedeutung dieser Daten erfasst, gefiltert und ausgewertet werden können. Allgemein ist das Ziel der Business Intelligence die Unterstützung von Entscheidungen, die im Unternehmen (auf Basis strukturierter Daten) getroffen werden. Die zusätzliche Auswertung von unstrukturierten Daten, d.h. unternehmensinternen Dokumenten oder Texten aus dem Web 2.0, führt zu einer Vergrößerung des Potenzials und dient der Erweiterung des Geschäftsverständnisses der Verbesserung der Entscheidungsfindung. Der Beitrag erläutert dabei nicht nur Konzepte und Verfahren, die diese Analysen ermöglichen, sondern zeigt auch Fallbeispiele zur Demonstration ihrer Nützlichkeit.:1 Einführung 2 Business Intelligence 2.1 Definition 2.2 Ordnungsrahmen 2.3 Analyseorientierte BI und Data Mining 3 Text Mining 3.1 Berührungspunkte mit anderen Disziplinen 3.2 Definition 3.3 Prozessmodell nach HIPPNER & RENTZMANN (2006a) 3.3.1 Aufgabendefinition 3.3.2 Dokumentselektion 3.3.3 Dokumentaufbereitung 3.3.4 Text-Mining-Methoden 3.3.5 Interpretation / Evaluation 3.3.6 Anwendung 4 Potenziale der Textanalyse 4.1 Erweiterung des CRM 4.2 Alternative zur Marktforschung 5 Fazit und Ausblick Literaturverzeichnis

En försörjningskedja är en komplex process som majoriteten av företaget tampas med, både medvetet och omedvetet. Vid närmare granskning av en försörjningskedja kan denna process brytas ner i flertalet delar, vilket gör begreppet försörjningskedja oerhört stort att behandla i sin helhet. Denna studie avser att undersöka vilka faktorer som är av betydelse vid konstruktion av en ny försörjningskedja samt hur aktörer inom den påverkas. Studien initierades genom att ansamla generell ämneskunskap för att skapa en överskådlig bild av påverkande faktorer kring konstruktion och leverantörer. Vidare skapades en teoretisk referensram av litteraturinsamlingen vars syfte är att definiera begrepp, modeller och metoder samt skapa en övergripande förståelse kring hur denna kunskap kan appliceras och användas. Genomförandet av en fallstudie blev en naturlig fortsättning i studien för att skapa en verklighetsanknuten situation varav begrepp, modeller och metoder kunde appliceras. Den empiriska data som presenteras har samlats in genom både observationer och semi-strukturerade intervjuer med fallföretaget och dess nuvarande samt potentiella leverantörer. Intervjuernas syfte var att alla parter skulle ges möjlighet att belysa sin synvinkel, samtidigt som observationerna var tillför studiens författare att få en kännedom om produktspektra, prototyper och verksamheten som fallstudien återspeglade. När den empiriska data hade ansamlats, analyserades detta material utifrån den teoretiska referensramen där syfte och frågeställningarna kunde besvaras. Resultatet som presenterats identifierar kritiska faktorer i innovationsstadiet som supply chain strategy (SCS) och leverantörvalsprocessens inverkan. Studiens huvudsakliga slutsats identiferar att samspelet mellan SCS, leverantörvalsprocessen och supplier relationship management (SRM) är av yttersta vikt vid en organisations arbete med försörjningskedjor. / A supply chain is a complex process that the majority of companies combat with, both consciously and unconsciously. When observing a supply chain, it becomes evident that this process can be broken down into multiple parts, which makes the concept comprehensive to handle as a whole.  This study aims to investigate which factors are important in the development of a new supply chain and how the stakeholders within are impacted. The study was initiated by accumulating general subject knowledge in order to establish a comprehensive overview of the factors that influence the development of a supply chain and its suppliers. A theoretical framework was created through literature collection, with the purpose of defining concepts, models and methods, but also to establish a holistic understanding of how this knowledge can be put into practise. The implementation of a case study became a natural continuation of the study to create a factual situation from which concepts, models and methods could be applied. The empirical data presented was collected through both observations and semi-structured interviews alongside the case company and its current and potential suppliers. The main purpose of the interviews was to allow all parties to enlighten their point of view, while the observations was up to the study's authors to gain an understanding of the product catalogue, prototypes and activities that the case study reflected. Once the empirical data had been collected, the findings was analysed based on the theoretical framework where the purpose and questions could be answered. The result presented identifies critical factors in the innovation phase such as supply chain strategy (SCS) and the impact of the supplier selection process. The study concludes that the interplay between SCS, the supplier selection process and supplier relationship management (SRM) are of paramount importance in an organisation’s work with supply chains.

I föreliggande uppsats studeras tillämpningen av Customer Relationship Management i svenska statliga myndigheter, med särskilt fokus på berörd personals uppfattningar om CRM-system. Undersökningar kring ämnet har tidigare verkställts i bland annat Västeuropa och USA och i dessa studier har tonvikt lagts på hur verksamhetens effektivitet har påverkats av CRM, men inga undersökningar av liknande slag har ägnats åt svenska myndigheter. För att genomföra en sådan studie, inriktad mot svenska förhållanden, har semistrukturerade intervjuer med CRM-kunniga personer på 7 stycken svenska myndigheter genomförts. Undersökningen är baserad på en fenomenografisk forskningsansats och ett antal olika teorier har tillämpats för att kunna tolka det empiriska underlaget från intervjuerna. Teorierna som kommer att beröras gäller Customer Relationship Management, New Public Management, Kritik mot NPM, De fyra E:na, Kunder/klienter, Kommunikationsstrategier, Tillit, Organisationsförändringar/motstånd samt Isomorfism. Analysen har tagit stöd av dessa teorier, varigenom undersökningen har kunnat genomföras från ett allsidigt perspektiv. En slutsats som dragits efter genomförd analys är att respondenterna upplevde att CRM-system har en avsevärd potential att effektivisera de berörda myndigheternas verksamhet. En annan är att det finns ett behov av CRM-forskning inriktad mot svenska myndighetsförhållanden, eftersom dessa på många sätt skiljer sig från de som råder i utlandet. / In the present essay, the application of Customer Relationship Management in Swedish government agencies is studied, with a particular focus on the perceptions of the personnel concerned with CRM systems. Research on the topic has previously been carried out in, among other places, Western Europe and the USA, and in these studies emphasis has been placed on how the business's efficiency has been affected by CRM, but no research of a similar kind has been carried out in Sweden. In order to conduct such a study focused on Swedish conditions, semi-structured interviews with 7 Swedish government authorities have been carried out. The investigation is based on a phenomenographic research approach and a number of different theories have been applied in order to interpret the empirical data. Those to be invoked concern Customer Relationship Management, New Public Management, Criticism of NPM, The four E's, Customers/clients, Communication strategies, Trust, Organizational changes/resistance and Isomorphism. The subsequent analysis has been supported by these theories, whereby it has been possible to carry out the investigation applying an all-round perspective. A conclusion drawn from the analysis was that the respondents felt that CRM systems have considerable potential to streamline the operations of the relevant authorities. Another is that there is a need for CRM research aimed at Swedish government authorities, as these differ in many ways from those that prevail abroad.

Thesis (MBA)--University of Stellenbosch, 2009.

This dissertation sets out to investigate the management of relationships in British-Chinese business settings. Whilst set in the frameworks of politeness theory and accommodation theory, this dissertation studies the management of relationships in British-Chinese business interactions from a more comprehensive perspective. It examines the sociocultural as well as the communicative behaviour of the interactions between British and Chinese business people, to explore how relationship issues were handled and how communicative as well as cultural/sociocultural strategies affected the management of relationships. This work is based primarily on research conducted in Britain during November-December 1996, June 1997, and November 1997, when three Chinese delegations were visiting a local engineering company in the southeast of England. For the purpose of this study, three kinds of data were collected: 1) video recordings of authentic meetings between British business people and their Chinese clients (including training sessions); 2) comments from subsequent interviews and playback sessions held with the British and Chinese participants; 3) field notes. This study has shown that a variety of aspects can be held accountable for the management of relationships in intercultural settings. On a macro level, linguistic features alone can not adequately explain the process of negotiating relationships in fonnal intercultural settings, it also involves the non-linguistic perspective. From a linguistic perspective, attending to face needs is not the sole agent for relational management. Accommodation and respect for sociality rights also play an important part in it. The thesis attempts to distinguish the self-claimed face (self-image) and the perceived face (public self-image) and explore their respective functions in the management ofrelationships. The research also claims that group face is more likely to surface in group-versus-group. individual (group identity marked)-versus-group, or individual (group identity marked)-versus-individual (group identity marked or unmarked) settings. This study also argues that communication accommodation theory should incorporate convergence, maintenance or divergence along the line of culture specific behaviour. It proposes a new conceptualisation of CAT that should involve both speech and non-speech accommodative features. This study shows that a wider range of perspectives are needed in order to investigate intercultural communication.