The results are presented from research carried out among a group of economics students at a Dutch university concerning their attitudes towards banks in general, and the main…
Abstract
The results are presented from research carried out among a group of economics students at a Dutch university concerning their attitudes towards banks in general, and the main local financial institutions in particular. The technique used was the Semantic Differential, based on pan‐cultural as well as bank‐specific scales. The results show that banks in general are viewed as positive, powerful and dependable institutions, but not very consumer oriented and even less active and dynamic. The data concerning the individual companies provide a basis for differentiated product positioning and communication strategies.
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The results of a Delphi poll of Australian banking and finance industry experts, show that the banking industry is entering a period of greatly intensified competition…
Abstract
The results of a Delphi poll of Australian banking and finance industry experts, show that the banking industry is entering a period of greatly intensified competition, significantly reduced government regulation and the entry of foreign banks and rapid technological change. These changes represent a fundamental change in the operating environment. For some of the present financial institutions, such a future threatens their very existence. For all institutions, however, there is a manifest need to formulate adaptive strategies. In this article, the author explores some appropriate marketing strategies and the consequences of these strategies on the competitive environment.