A decade ago the threat posed to branch networks by emerging alternative distribution channels was largely perceived of in terms of the eventual effect they might have on the size and number of operational branches. Although still a valid concern, this consideration has proved to be of less significance and certainly of less academic interest than the innovative approaches of banks in seeking to preserve branch networks as important components of their distribution mix. Examines the different strategic responses of the banks to the problem of what to do with their branches and concludes that these responses all have one important characteristic in common, namely, that they are all market focused and profit based.
Howcroft, J. (1993), "Branch Networks and Alternative Distribution Channels: Threats and Opportunities", International Journal of Bank Marketing, Vol. 11 No. 6, pp. 26-31. https://doi.org/10.1108/02652329310045738Download as .RIS
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