“The emerging Asian markets have been one of the most volatile and dynamic markets of the world with a growing disposable income, shift in consumption patterns, global competition, software revolutions, and growing rates of technology adoptions. These fast growing economies and changing business environment provide the most suitable context to study the effects of dynamic capability on CRM. It has moved from a narrow perspective of “an information technology product” to “a series of information technology initiatives” and “a strategic initiative.”In this conceptual framework, it is important to consider competitive CRM performance from both internal as well as external perspectives. ”