Marketing derivatives: a question of trust

Abstract

In 1994/95 the derivatives industry was rocked by a series of high‐profile derivatives disasters. For example, litigation between Procter & Gamble and Bankers Trust highlighted a troubled relationship between banks and corporate clients. Examines the success of relationship marketing in the derivatives industry in light of these events. Participants in the derivatives industry in Sydney and Hong Kong are interviewed to determine whether the watershed cases of 1994/95 caused, or were indicative of, a more widespread deterioration in relationships. However, the expected benefits of relationship banking have remained largely unrealized. Concludes that further work is needed to overcome the significant impediments to successful implementation of relationship banking.

Citation

Sheedy, E. (1997), "Marketing derivatives: a question of trust", International Journal of Bank Marketing, Vol. 15 No. 1, pp. 22-31. https://doi.org/10.1108/02652329710155688