search query: @author Costanzo, L. A. / total: 1
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| Author: | Costanzo, L. A. Keasey, K. Short, H. |
| Title: | A strategic approach to the study of innovation in the financial services industry : The case of telephone banking |
| Journal: | Journal of Marketing Management
2003 : APR, VOL 19:3-4, p. 259-281 |
| Index terms: | CASE STUDIES MARKETING STRATEGIC MANAGEMENT POSITIONING |
| Language: | eng |
| Abstract: | This article tells about case study in the area of telephone banking. In the field of telephone banking is described the main points of strategies adopted by the first and second movers when delivery channels are implemented. This case study is contrast to previous studies in the same area because it shows that differentiation in the financial market place can be achieved by bringing to the market unprecented value and not just with the implementation of distribution channels or technology. |
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