There is growing body of evidence that suggest that the with the changing global business climate, firms are beginning to embrace the concept of managing customers rather than products to ensure greater sustainability. Given this:

1. Read the article "Analyzing the Diffusion of Global Customer Relationship Management: A Cross Cultural Modelling Framework," by V Kumar, Sarang Sunder and B Ramaseshan, to give an initial understanding on this phenomena.

2. Further read other related journal articles, case studies and relevant literatures to build a case on the above assertion.

3. Your discussion should specifically analyze how both Multinational and local (domestic) companies have reacted and accommodated to this trend.

4. With the above analysis establish best practices that you have observed.

5. Based upon your findings, make recommendations that will help organizations improve its current practices to be sustainable and remain profitable in the future.

(3000 words)