Marketing derivatives: a question of trust

Marketing derivatives: a question of trust In 1994/95 the derivatives industry was rocked by a series of high‐profile derivatives disasters. For example, litigation between Procter & Gamble and Bankers Trust highlighted a troubled relationship between banks and corporate clients. Examines the success of relationship marketing in the derivatives industry in light of these events. Participants in the derivatives industry in Sydney and Hong Kong are interviewed to determine whether the watershed cases of 1994/95 caused, or were indicative of, a more widespread deterioration in relationships. However, the expected benefits of relationship banking have remained largely unrealized. Concludes that further work is needed to overcome the significant impediments to successful implementation of relationship banking. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Marketing derivatives: a question of trust

International Journal of Bank Marketing, Volume 15 (1): 10 – Feb 1, 1997

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Publisher
Emerald Publishing
Copyright
Copyright © 1997 MCB UP Ltd. All rights reserved.
ISSN
0265-2323
DOI
10.1108/02652329710155688
Publisher site
See Article on Publisher Site

Abstract

In 1994/95 the derivatives industry was rocked by a series of high‐profile derivatives disasters. For example, litigation between Procter & Gamble and Bankers Trust highlighted a troubled relationship between banks and corporate clients. Examines the success of relationship marketing in the derivatives industry in light of these events. Participants in the derivatives industry in Sydney and Hong Kong are interviewed to determine whether the watershed cases of 1994/95 caused, or were indicative of, a more widespread deterioration in relationships. However, the expected benefits of relationship banking have remained largely unrealized. Concludes that further work is needed to overcome the significant impediments to successful implementation of relationship banking.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Feb 1, 1997

Keywords: Australia; Banking; Hong Kong; Relationship marketing

References

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