A decade ago the threat posed to branch networks by emergingalternative distribution channels was largely perceived of in terms ofthe eventual effect they might have on the size and number ofoperational branches. Although still a valid concern, this considerationhas proved to be of less significance and certainly of less academicinterest than the innovative approaches of banks in seeking to preservebranch networks as important components of their distribution mix.Examines the different strategic responses of the banks to the problemof what to do with their branches and concludes that these responses allhave one important characteristic in common, namely, that they are allmarket focused and profit based.
International Journal of Bank Marketing – Emerald Publishing
Published: Jun 1, 1993
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