8. CRM in Bulgarian agriculture

Increasing internationalization and business dynamics change the market structure and turning classical competition into hyper-competition. These changes require that organizations’ strategies be renewed. In this regard, almost all business units operating on the industrial markets use Customer Relationship Management (CRM). In this way, they strive to ensure sustainable development. Agricultural businesses, including family farms, operate in the above-mentioned environment and face its challenges.

Since research on the use of CRM in agricultural enterprises is in its infancy, we aim to explore the possibilities of applying CRM to them by focusing on family. To achieve this goal, we seek an answer to the question: what is the degree of relevance of CRM in Bulgarian agriculture?