During the stable phase of the operations, a equillibrium is maintained between the organisation and its environment leading to minimal interaction between the two. it gets active or disturbed , whenever some irregular or non–routine activity is initiated due to either a new initiative undertaken by the organisation or a perceptible change that has taken place in the environment. CEM then becomes relevant.
Such situations are likely to arise in following cases :
Initiatives by the Organisation
-Like changes in laws, political powers, attitude of people etc, have a direct impact on corporate business.
Supplementing the role of other management functions
Infact, any business problem relating to production, marketing, personnel
and finance has a CEM prospective to it
and vice versa. Today, most of the organizations either overlook or do not pay adequate
attention to it.
With growing globalization of business activities, the Corporate
simultaneously operate in a variety of business
environments. Such situations demand more elaborate and systematic application of CEM.
It is true that the genesis of
CEM lies in business situations and, hence, so far, we have largely
referred to it in business context only.
Infact, CEM concept has universal applications
i.e. it is equally relevant and applicable to business and non-business