Alliances Operational Framework, Initiatives and Key Challenges

Faheem Bukhari and Saima Hussain

Asian Journal of Management Cases, 2020, vol. 17, issue 1, 107-118

Abstract: Alliances and loyalty programmes play an important role in building brand awareness and increasing customer loyalty. An effective alliance initiative in the credit card domain strengthens the product’s features by offering value to current and potential credit card users. The purpose of this case study is to highlight the holistic alliance roadmap developed by the local bank visa credit card team. The data have been acquired from the field. This real-life example highlights several challenges and raises questions about how to measure success in alliance initiatives and the lessons learned from the experience, especially regarding strategy modification.

Keywords: Alliances; loyalty; credit card; operational framework; credit card users (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/0972820119892721 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:anjomc:v:17:y:2020:i:1:p:107-118

DOI: 10.1177/0972820119892721

Access Statistics for this article

More articles in Asian Journal of Management Cases
Bibliographic data for series maintained by SAGE Publications ().