Main barrier toward this strategic change is ideology of managers of company about organizational culture. Because as discussed earlier they mentioned organizational culture of company as flexible while other staffs evaluate this culture as hierarchical. Therefore, notion of managers about managing human resource of company oppose utilizing an efficient strategy –i.e. secondary strategy- in managing current human resource activities of company, because they implement training and development programs with certainty that they have to internal and permanent human resource of the company and therefore they have flexible culture in mind but in reality despite of implementing these kinds of programs with accurate control of processes they pass hierarchical culture in organization and with this contradiction exceed human resource costs. Hence, managers should believe that despite flexible and participatory actions that they do in developing products and new markets and axial competences of organization, they should hand current paternal strategy in current standard activities to external human resource and benefit from a secondary strategy in this filed. Finally, it should notice that authors of this article considered developing an operational tool for codifying human resource strategy. Therefore it was attempted to utilize an increasing pattern in codifying human resource strategy which in that cultural realities of studied company considered. In this way for coordinating between contents of commercial strategy and organization culture and human resource strategy reference point framework was used.
CONCLUSION In this article it was tried to cognize current situation of human resource strategic management and customer relationship management in construction industry and analyzing it.
In developing increasing patterns, in addition to organizational culture other factors can be noticed, such as strategic management of human resource and customer
relationship management, organizational developing strategies, change management strategies, And developing work relationship strategies. In other words, it is necessary that scholars and researchers of human resource before codifying human resource strategies study demanded obligations such as culture, structure, guidance method, etc. and recognize importance of each of them in human resource field of company. After that with designing strategic reference points framework in each of natural factors and content coordination that resulted from this method , commercial strategy coordination with natural factors effective on human resource management and human resource strategy can be assured. It seems that in today commercial world noticing and utilizing relational marketing principles and customer relationship management can have a major portion in maintain and keep current customers and as a result in profitability of company and it can be considered as a constant competitive advantage for company. Rapid development in information technology field leads to growth of knowledge and processes of knowledge management. Knowledge management plays a key role in collecting, transferring, transmitting, and developing of knowledge. Coordination idea or strategic base integration is the concept of human resource strategic management. Although, strategic integration means creating coordination between human resource strategic management and customer relationship management in construction industry; But, for establishing such strategic coordination noticing culture as a force that can prevent implementation of strategy is important too. Noticing findings of this article, for creating such coordination in designing human resource strategy of studied company, three different scenarios which suggested based on various patterns of human resource strategy can be used optimally. Rapid development in information technology field led to growth of knowledge in strategic management of human resource and customer relationship management in construction industry. Knowledge management plays a key role in collecting, transferring, transmitting, and development of knowledge.
Strategic management of human resource helps organization to help its experience with brilliance and insight. With right implementation of human resource management and customer relationship management, assets of organization protect from ruining and flexibility of construction industry will increase. Provident companies understand this point very good that their future work force have highest efficiency when they can utilize their knowledge. Successful companies not only have customer-oriented view, but they are able to link this knowledge with important work decisions.