Nowadays, we can see that more and more companies are using Cause related marketing in order to promote their corporate image and reputation and also in order to improve their public relations, So we wanted to know what was the different steps of implementation of a CRM strategy. The purpose of this study is to provide a deeper understanding about the implementation of a CRM strategy by companies. We also wanted to observe if every company applied the same process. To find answers, we have made a research question which is:

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How do companies implement a CRM strategy?"

After this step, we have started to gather some theories already done about the topic. Then we have conducted a qualitative study, we have contacted people involved in the implementation of cause related marketing in Swedish companies. We have used a semi-structured interview by phone.

We found through our study that the companies that we interviewed followed a flexible process but which is close from theory. Every companies does have similar strategies that they follow when they implement a CRM strategy, they do it without overthinking concerning the process on its own, for companies, steps overlap themselves in a logical way.