ALIGNMENT BETWEEN A BUSINESS STRATEGY AND THE CUSTOMER RELACIONSHIP MANAGEMENT: CASE OF A PHONE COMPANY

The aim of this paper is to discuss the strategic alignment between business and customers’ need as a critical factor in the definition and creation of sustainable competitive advantage. By this point of view, the CRM (Customer Relationship Management) is considered as a strategic tool to make possible this alignment. The methodology selected to conduct this work was the case study in a phone company. The objective is to investigate the evolution and the stage of the alignment. The research showed a movement process from the mass production to the mass customization market approach. Key-words: Strategic Alignment, Customer Relationship Management, Dynamic Stability