Strategic challenges for banks in Europe

E.P.M. Gardener

European Management Journal, 1987, vol. 5, issue 4, 268-275

Abstract: Banks in Europe have experienced dramatic changes in their market environment since the early 1970s, and many of these trends have intensified during the 1980s. Global developments are likely to have an increasing effect on banks and banking markets during the next decade. Attention is focused on the nature of some of these important developments, together with their implications for banking strategy. It is emphasised that banks need to develop positive, committed and anticipatory strategies in the current environment. Marketing is likely to become an even more important and fundamental driving force for European banking strategy in the future.

Date: 1987
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