Industry in transition: corporate identity on hold?

Melewar, T. C. and Bains, Narinder (2002) Industry in transition: corporate identity on hold? International Journal of Bank Marketing, 20 (2) . pp. 57-66. ISSN 0265-2323 [Article] (doi:10.1108/02652320210419661)


Banking has not been caught off guard by the speed of change within the industry brought about by Internet banking. In fact, the combination of the speed and direction of change has acted as a catalyst for a new era in financial services. This paper considers what impact this has for the corporate identities of the companies concerned, whether existing banks can leverage their corporate identity to obtain sustainable competitive advantage and whether new entrants in the financial market will be able to woo new customers.

Item Type: Article
Keywords (uncontrolled): Banking, corporate identity, internet
Research Areas: A. > Business School > International Management and Innovation
A. > Business School > Marketing, Branding and Tourism
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 13311
Useful Links:
Depositing User: Devika Mohan
Date Deposited: 20 May 2014 06:46
Last Modified: 13 Oct 2016 14:30

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