The Single European Market: The Challenge to Commercial Banking

Abstract

The various opportunities and strategies afforded to commercial banks by the advent of the Single Market in 1992 are identified and assessed. Proposed European financial legislation is outlined and the implications for commercial banks are examined. Particular emphasis is focused on the banker‐customer relationship, considered to be the single most important barrier to entry confronting commercial banks in Europe. Empirical evidence is analysed, both in terms of the emerging strategies of individual institutions and the developments in selected European countries to support the findings.

Citation

Howcroft, B. and Whitehead, M. (1990), "The Single European Market: The Challenge to Commercial Banking", International Journal of Bank Marketing, Vol. 8 No. 3, pp. 11-16. https://doi.org/10.1108/02652329010145181