mahshid kargaran - Department of Management, Mashhad Branch, Islamic Azad University
adele hakimzadeh - Department of Management, Mashhad Branch, Islamic Azad University

The company's customer relationship management (CRM) system is mostly a central element of the knowledge management function of the firm. It integrates data from internal and external sources to guide managers and field personnel in the development and presentation of the company's value proposition. But despite the wide spread adoption of CRM systems by firms operating in business-to-business markets, there is continued management skepticism concerning the effectiveness of these systems and their association with the firm's overall customer information orientation.

Customer relationship management (CRM), Organizational learning