Marketing capability and E-business performance: a case study of a retail bank

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 industry's critical success factors, and the trends affecting them. KEYWORDS business model, cu...

• Type: Conference
• Year: 2004
• Where: IADIS
• Authors: Helena Ahola, Johanna Ahola
• Keywords: E-business Performance, IADIS 2004, IADIS 2008, Marketing Capability, Retail Banking