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Bankaool Bank : architecting an online - only financial brand. Vol.7 No.3 2017 [Tài nguyên điện tử]
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Tóm tắt
In 2016, Claire Solís was discussing with her team the paths to ignite growth and brand awareness of the only digital bank in Mexico. To better position the brand on the Mexican financial market, Bankaool had decided to go 100 per cent online, a branch-less institution. The case presents a condensed history of banking and the shifts in digital consumer behavior. As the case continues, Bankaool products are introduced along with some concerns to keep the business going, particularly, regarding the bank’s health and further growth. The newly appointed CMO and her team have to decide next steps to boost product growth just before the Fintech industry grows more mature and competitive – a scenario of more complex decisions. While they reckoned the potential of Bankaool in sales for the short term, they also need a strategy to position the Bankaool brand in the long term while they struggle with a need to accelerate growth and generate a return for investors.
Mô tả
Emerald Emerging Markets Case Studies
Năm xuất bản
2017
Tác giả
Reyes-Mercado, Pável
Nhà xuất bản
Emerald Group Publishing Limited
Bộ sưu tập
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