The purpose of this thesis is to analyse the trends related to the Customer Relationship Management (CRM) with emphasis on the CRM software. Essential trends were identified through professional analytical reports and dedicated servers. CRM trends were analysed from the time and factual perspective. The core purpose of this thesis was to evaluate possible business value of identified trends for businesses from a selected market segment. To fulfil this goal, the banking segment was chosen to be further analysed. The author of this thesis studied the extent of implementation of chosen trends in a real CRM implementation project executed in a bank operating on the market of Czech Republic. In the process, the set of interviews with "CRM in banking sector" professionals were completed to figure out how they are possibly appreciated by the whole banking sector. Through the responses of the chosen professionals, some trends characteristics were mainly followed. These were trend maturity (captured by slightly modified Gartner Hype Cycle) and trend business value (captured by defined numeral evaluation). An average evaluation of business value of each trend, done from various time perspectives, was displayed by two different tables, each grouping trends on the factual basis. Finally, trends business values were represented graphically to accent their possible progress as seen from the banking sector point of view and to provide users with a simple tool to confront their view with the view of the professionals. The tool mentioned allows users to focus on the trends that are likely to be very beneficial (according to the general opinion of the chosen professionals) and at the same time allows users to stay clear of the trends that don't promise much value for the banking sector, not even in the future.

Las exportaciones de servicios de software han alcanzado más relevancia en los últimos años, y ha sido pieza clave en el desarrollo económico de diferentes países. Sin embargo, hay pocos estudios que se centren en las capacidades con la que debe contar un exportador de servicios para mejorar su rendimiento internacional. La presente investigación analiza las capacidades exportadoras que conducen a la ventaja competitiva e influyen en el rendimiento exportador de las empresas peruanas de servicios de software. El estudio comprende una recopilación de antecedentes nacionales e internacionales sobre las variables a investigar. Estas variables se enfocan mediante un análisis mixto, el cual comprenderá en una primera etapa, la recolección de información a través de entrevista realizadas a miembros representativos del sector del área de gobierno, académico y consorcio. En la segunda etapa, se abordar el análisis cuantitativo a través de una encuesta realizada a 33 empresas del sector peruano de software provenientes de la cartera de Asociación Peruana de Software (APESOFT). Se analizaron las variables capacidades exportadores, ventaja competitiva y rendimiento exportador a través de Atlas ti y análisis de regresión lineal a través del programa estadístico de SPSS. Los resultados muestran apoyo para las variables de inteligencia de mercado, innovación de servicio y asignación de precios para la primera etapa. Finalmente, en una segunda etapa se obtuvo apoyo para inteligencia de mercado y asignación de precios con la variable de ventaja competitiva como mediadora hacia el rendimiento exportador. / Exports of software services have become more relevant in recent years, and have been a key element in the economic development of different countries. However, there are few studies that focus on capabilities with the obligation to have a service exporter to improve their international performance. This research analyzes the export capabilities that lead to competitive advantage and influence the export performance of Peruvian software services companies. The study includes a compilation of national and international antecedents on the variables to be investigated. These variables are approached through a mixed analysis, which includes, in a first stage, the collection of information through interviews with representative members of the government, academic and consortium sector. In the second stage, the quantitative analysis will be addressed through a survey of 33 companies in the Peruvian software sector from the portfolio of the Peruvian Software Association (APESOFT). Analyze the variables export capabilities, competitive advantage and export performance through Atlas and linear regression analysis through the SPSS statistical program. The results indicated support for the variables of market intelligence, service innovation and pricing for the first stage. Finally, in a second stage, support will be obtained for market intelligence and price allocation with the variable of competitive advantage as a mediator towards export performance. / Tesis