Harris, Lisa and Coles, Anne-Marie
The impact of the Internet on marketing priorities in the financial services industry
Strategic Change, 13, (1), . (doi:10.1002/jsc.659).
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This paper examines the impact of the Internet upon marketing dynamics within UK banks. It draws upon ongoing empirical research in the retail sector of the financial services industry to report some preliminary findings as to the nature of change that is taking place.
A number of marketing strategies are emerging that can be categorized along a continuum between evolutionary and revolutionary change. Hence there are likely to be implications for the way in which banks are organized and managed.
The preliminary conclusions however, indicate that established norms seem to be enduring and online banking innovations are not in themselves transforming business priorities in the industry in the way that early predictions might have had us believe.
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