Follows the previous article by presenting results of empirical research using a sample of investment banks and their large corporate customers. Focuses on how the banks define their source of competitive advantage. Compares and contrasts the views of the banks with those of their customers relating to the purchasing of investment bank services and the principal criteria used for selection of those services.
Turnbull, P. and Moustakatos, T. (1996), "Marketing and investment banking II: relationships and competitive advantage", International Journal of Bank Marketing, Vol. 14 No. 2, pp. 38-49. https://doi.org/10.1108/EUM0000000000003Download as .RIS
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