OGWU OGORCHUKWU RACHAEL

In today's world, which is very much undergoing technological development and its daily impacts on human life, organizations cannot survive without adapting to the external environment and generating new ideas and commercializing them. Thus, for a successful presence in global markets, SMEs need to develop and implement new ideas. In fact, innovation is the response that organizations show to developments and changes in order to survive and compete with other organizations (Ghafari, Karjalian & Mashayekhnia, 2011). Currently, customer relationship management is seen as a factor to improve innovation capabilities and gain competitive advantages in the market, and it will be effective and efficient for organizations performance.