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The aim of this paper is to discuss the strategic alignment between business and customers’need as a critical factor in the definition and creation of sustainable competitive advantage. Bythis point of view, the CRM (Customer Relationship Management) is considered as a strategictool to make possible this alignment. The methodology selected to conduct this work was thecase study in a phone company. The objective is to investigate the evolution and the stage ofthe alignment. The research showed a movement process from the mass production to themass customization market approach.Key-words: Strategic Alignment, Customer Relationship Management, Dynamic Stability.

ALINHAMENTO ENTRE A ESTRATÉGIA DO NEGÓCIO E A GESTÃO DO RELACIONAMENTO COM O CLIENTE: CASO DE UMA EMPRESA DE TELEFONIA