Product Portfolio Management and Corporate Performance in the Banking Sector

Emerald Group Publishing Limited
February 11, 2005
127 Pages - SKU: ED1103931
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Product Portfolio Management and Corporate Performance in the Banking Sector

 
This e-book, has two objectives. The first objective is to offer a compilation of contemporary scholarly work around product-portfolio related issues in the financial services sectors. The second objective is to provide a stimulus for researchers in the field. There is still much to be learned about how product lines developed by banks and other financial institution can simultaneously serve both the customers’ and the bank’s needs in an efficient manner. As new channels develop and customers’ behavior changes, it would be to the benefit of both academics and practitioners to understand what, if any, are the limitations in adopting modern marketing management techniques and systems that marketers of tangible goods have now long established.

For instance, is it possible to develop the equivalent of the efficient consumer response paradigm for financial institutions under the limitation of the intangible nature of the product and the inseparability of service offering and consumption? Clearly, such questions require extensive research that will transcend the frontiers of “traditional” areas of investigation while also making use of the case study and the qualitative methods of research, which both appear to have receded in favor of more quantitative methods and large samples



 

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