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Title:
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MARKETING CAPABILITY AND E-BUSINESS PERFORMANCE: A CASE STUDY OF A RETAIL BANK |
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Author(s):
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Helena Ahola , Johanna Ahola |
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ISBN:
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972-99353-0-0 |
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Editors:
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Pedro Isaías and Nitya Karmakar |
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Year:
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2004 |
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Edition:
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2 |
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Keywords:
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Business model, customer value, marketing capability, online banking, performance, RBV. |
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Type:
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Short Paper |
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First Page:
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919 |
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Last Page:
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922 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This paper addresses the significance of marketing capability for e-business performance in retail banking. A conceptual framework was built on the marketing and strategic management related concepts of value, business model, and capability. A case study was made in a retail bank in which e-business performed successfully. A number of senior managers and e-business experts were interviewed and the data was analysed qualitatively. We propose that the key factors driving the e-business performance in retail banking are 1) the relational marketing capability, consisting of nationally and locally well-known brand, trust and credibility based on performance, vast physical presence with several contact points, partners and networks available, customer base and established market position, and 2) the intellectual marketing capability, consisting of knowledge of customers, competition, and the industrys critical success factors, and the trends affecting them. |
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