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First Direct: branchless banking

Author: Larréché, Jean-Claude ; Lovelock, Christopher H. ; Parmenter, D. A.INSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 1997.Language: EnglishDescription: 31 p.Type of document: INSEAD CaseAbstract: First Direct has become the model of telebanking worldwide, despite similar initiatives undertaken by large international banks. The case describes the history of First Direct and the various components of its operations, especially around the central issue of relationships marketing at a distancePedagogical Objectives: Make students understand all the various facets of a modern operation which makes it effective, unique and difficult to imitate. A superficial analysis of this successful new model, or of other ones, leads to fast conclusions and pole imitations.
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Make students understand all the various facets of a modern operation which makes it effective, unique and difficult to imitate. A superficial analysis of this successful new model, or of other ones, leads to fast conclusions and pole imitations.

First Direct has become the model of telebanking worldwide, despite similar initiatives undertaken by large international banks. The case describes the history of First Direct and the various components of its operations, especially around the central issue of relationships marketing at a distance

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