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International marketing strategy in the retail banking industry: The case of ICICI Bank in Canada

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Abstract

This study presents an overview of the marketing strategy that a retail bank may pursue when it targets home country nationals in a foreign market. An analysis of the marketing strategy of ICICI Bank in Canada reveals that a transnational strategy coupled with an ethnocentric staffing policy allows the parent firm to retain control, while the choice of a subsidiary as an entry mode allows for local responsiveness. Further analysis illustrates that the blend of various variables in the services marketing mix (ie price, place, promotion, participants, physical evidence, and process) can help in attaining customer satisfaction.

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  1. Sprott School of Business, Carleton University, 1125 Colonel By Drive, Ottawa, Ont., K1S 5B6, Canada

    Leighann C Neilson & Megha Chadha

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  1. Leighann C Neilson
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  2. Megha Chadha
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Neilson, L., Chadha, M. International marketing strategy in the retail banking industry: The case of ICICI Bank in Canada. J Financ Serv Mark 13, 204–220 (2008). https://doi.org/10.1057/fsm.2008.21

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