Leveraging corporate identity in the digital age

Melewar, T. C. and Navalekar, Abhijit (2002) Leveraging corporate identity in the digital age. Marketing Intelligence & Planning, 20 (2) . pp. 96-103. ISSN 0263-4503 [Article] (doi:10.1108/02634500210418518)


The emergence of the Internet has completely revolutionised industries and has restructured their value chains. Traditional “bricks and mortar” businesses are facing the prospects of losing their competitive advantage owing to the emergence of new competitors in the “new economy”. The regulatory changes in the financial services industry and the explosion in the use of the Internet for e-commerce have given rise to unforeseen competitors in the banking industry – the “non-bank” financial services providers and the “pure” Internet banks. These competitors are not restrained by the high costs of the branch infrastructure and as a result are able to differentiate on the basis of offering high interest rates. These players are fast and flexible. In spite of being newcomers, they have the potential to grow and recast the rules of the banking industry. Yet, incumbent banks still have the strongest sustainable competitive advantage: their corporate identity. Managers in the “new and old economy” must realise that corporate identity is an important strategic element that should be considered in the need to differentiate.

Item Type: Article
Keywords (uncontrolled): Corporate communications, corporate identity, e-commerce, financial services
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: 13314
Useful Links:
Depositing User: Devika Mohan
Date Deposited: 20 May 2014 08:08
Last Modified: 13 Oct 2016 14:30
URI: https://eprints.mdx.ac.uk/id/eprint/13314

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