Quest International Foods is one of the world’s largest manufacturers of fragrances, flavors and textures of the food, beverage and consumer goods industries. Quest Foods’ Regional Vice President is in the process of implementing a business process reengineering project for the company. His current efforts on the development of an information technology-based Customer Relationship Management (CRM) system that he believes could be the companies with a sustainable competitive advantage with focus custome … Read more »

Quest International Foods is one of the world’s largest manufacturers of fragrances, flavors and textures of the food, beverage and consumer goods industries. Quest Foods’ Regional Vice President is in the process of implementing a business process reengineering project for the company. His current efforts on the development of an information technology-based Customer Relationship Management (CRM) system that he believes could be the companies focus a sustainable competitive advantage to customers in the region and around the world. His goal is to bring the search for the next phase of e-business. spite of the high ambitions, his initiatives made little progress. internal resistance to change is significant and some of the major clients are concerned that growing quest CRM plans could miss the target. Faced with significant time and resource constraints, it will ask how to set priorities and where he concentrated his energies.
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from
Allen Morrison,
Donna Everatt
Source: Ivey Publishing
19 pages.
Release Date: 03 April, 2001. Prod #: 901M11-PDF-ENG
Quest Foods Asia Pacific and the CRM Initiative HBR case solution

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