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Global Marketing Innovation in Consumer Banking Japan

Global Marketing Innovation in Consumer Banking Japan As Japans domestic banking industry deregulates it is forced toconfront marketing issues which it never had to deal with under thehothouse conditions that prevailed as recently as five years ago.Citibank, the American consumer banking giant, provided the initialstimulus which led large Japanese city banks to become more marketresponsive to their small depositors in both their products andpromotional strategies. Everything from credit cards to electronicdelivery systems, from cash machines to direct marketing have beenaffected by the retail bank strategy launched by Citibank Japan in 1985.In this situation Citibank, a foreign bank which owns a very small nichein the Japanese consumer banking marketplace, has turned out to be themouse that shocked Japans giant elephantbanks into changing their ways to the benefit of Japans bank customers.It has nudged these institutions closer to adopting the global marketingtrends affecting consumer banking worldwide. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Global Marketing Innovation in Consumer Banking Japan

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-2323
DOI
10.1108/EUM0000000001463
Publisher site
See Article on Publisher Site

Abstract

As Japans domestic banking industry deregulates it is forced toconfront marketing issues which it never had to deal with under thehothouse conditions that prevailed as recently as five years ago.Citibank, the American consumer banking giant, provided the initialstimulus which led large Japanese city banks to become more marketresponsive to their small depositors in both their products andpromotional strategies. Everything from credit cards to electronicdelivery systems, from cash machines to direct marketing have beenaffected by the retail bank strategy launched by Citibank Japan in 1985.In this situation Citibank, a foreign bank which owns a very small nichein the Japanese consumer banking marketplace, has turned out to be themouse that shocked Japans giant elephantbanks into changing their ways to the benefit of Japans bank customers.It has nudged these institutions closer to adopting the global marketingtrends affecting consumer banking worldwide.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: May 1, 1991

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