Wprowadzanie nowych produktów do oferty banku skierowanej do klientów indywidualnych

• Autorzy: Janina Harasim

Warianty tytułu

Introduction of new products to the bank's range of products for individual customers

• Języki publikacji: PL

Abstrakty

W artykule zamieszczono rozważania dotyczące wprowadzania nowych produktów do oferty banku. Omówiono przesłanki rozwoju oferty i związane z tym ryzyko, czynniki warunkujące sukces rynkowy nowego produktu, modele rozwoju nowego produktu na rynku usług finansowych, doświadczenia banków w rozwoju oferty, związek między strukturą organizacyjną banku i wsparciem kadry kierowniczej a sukcesem rynkowym innowacji.

EN

In recent years, there has been an unprecedented expansion of banks' range of products aimed at individual customers. This phenomenon is particularly noticeable at Polish banks, whose range of products was very limited just a dozen or so years ago. Despite the tendency to broaden the range of products on offer, a continual extension of the portfolio is advantageous neither to the bank nor its customers. Maintaining a very broad range of products is very expensive for the bank and complicates the management of the product portfolio and the associated risk, at the same time not guaranteeing better satisfaction of the needs of potential purchasers. On the other hand, the customer - who on the whole only rarely notice differences between products belonging to the same group - may find themselves lost in a very broad range of services and may increasingly become convinced that "all banks have the same on offer". Therefore a balanced approach to complementing the range on offer with new products has a great importance for the efficiency of the bank's marketing activity and for ensuring its profitability, while striving to raise customer satisfaction. Thus the purpose of this article is to identify the grounds for broadening the range of products, the risk associated with this process and the factors conditioning the market success of the innovation. From the marketing point of view, new products should be first and foremost a response to the customers' needs and expectations. On the other hand, the key non-marketing factor in the development of the range of products on offer is technological progress, which facilitates the creation of entirely new products. The introduction of new products to the banking services market is a high-risk enterprise, e.g. due to the intangibility of the product, high costs linked to the deployment of new technologies and intensifying market competition. There are many factors, which can mitigate this risk. However, apart from

Słowa kluczowe

PL

Bankowość detaliczna; Rynek usług bankowych; Produkty bankowe; Produkt na rynku; Usługi finansowe; Innowacje w usługach

EN

Retail banking; Banking services market; Bank product; Product on the market; Financial services; Innovations in services

• Czasopismo: Bank i Kredyt
• Rocznik: 2004
• Numer: nr 7
• Strony: 47--55

Twórcy

autor

Janina Harasim

Bibliografia

• K. Andrews: The Bank Marketing Handbook. Cambridge 1987 Woodhead-Faulkner, s.83-84.
• K. Atuahene-Gima: Differential Potency of Factors Affecting Innovation Performance in Manufacturing and Services Firms in Australia. "Journal of Product Innovation Management" Vol. 13 1996, s. 35-50.
• G.J. Avonitis, P. Papastathopoulou: Marketing Communications and Product Performance: Innovative vs Non-innovative New Retail Financial Products. "International Journal of Bank Marketing" nr 1/2000, s. 28.
• J. Bernier: Marketing particuliers: des créatifs pour produire. "Banque" nr 11/1995, s. 70.
• Booz, Allen and Hamilton: New Product Management for the 1980s. Booz, Allen and Hamilton Inc., New York 1982.
• U. de Brentani: The New Product Process in Financial Services: Strategy for Success. "International Journal of Bank Marketing" nr 3/1993, s. 15.
• U. de Brentani: Success and Failure in New Industrial Services. "Journal of Product Innovation Management" Vol. 6, 1989, s. 239-258.
• Y. Chirouzé: Le marketing. Paris 1986, s.128.
• R.G. Cooper: The Dimensions of Industrial New Product Success and Failure. "Journal of Marketing" nr 2/1979, s.93-103.
• R.G. Cooper, U. de Brentani: New Industrial Financial Services: What Distinguishes the Winners. "Journal of Product Innovation Management" nr 2/1991, s.75-90.
• H. Davidson, T. Watkins, M. Wright: Developing New Personal Financial Products - Some Evidence on the Role of Market Research. "International Journal of Bank Marketing" nr 1/1989, s. 8-15.
• Ch.J. Easingwood, Ch. Storey: Success Factors for New Consumer Financial Services. "International Journal of Bank Marketing" nr 1/1991, s. 3-10.
• S. Edgett: Developing New Financial Services with UK Building Societies. "International Journal of Bank Marketing" nr 3/1993, s. 42.
• L. Garbarski, I. Rutkowski, W. Wrzosek: Marketing. Punkt zwrotny nowoczesnej firmy. Warszawa 1996, PWE, s. 283.
• J. Harasim: Nowe produkty na rynku usług bankowych. W: Problemy marketingowe usług finansowych w Polsce. Materiały konferencyjne pod red. naukową J. Karwowskiego, Uniwersytet Szczeciński 1996, s. 102.
• J. Harasim: Strategie marketingowe w procesie osiągania przewagi konkurencyjnej w bankowości detalicznej. Katowice 2003 Akademia Ekonomiczna, s. 150-151.
• A. Johne, P. Snelson: Success Factors in Product Innovation: A Selective Review of the Literature. "Journal of Product Innovation Management" nr 2/1988, s. 114-128.
• A. Johne, C. Storey: New Service Development: a Review of the Literature and Annotated Bibliography. "European Journal of Marketing" nr 3-4/1998, s. 184-251.
• A. Johne, L. Vermaak: Head Office Involvement in Financial Product Development. "International Journal of Bank Marketing" nr 3/1993, s. 28-34.
• K. Karcz: Proces dyfuzji informacji. Podejście marketingowe. Katowice 1997, Akademia Ekonomiczna, s. 11 i nast.
• E.J. Kleinschmidt: A Comparative Analysis of New Product Programmes: European versus North American Companies. "European Journal of Marketing" nr 7/1994, s. 5-29.
• P. Kotler: Marketing. Analiza, planowanie, wdrażanie I kontrola. Warszawa 1994 Wydawnctwo Gebethner i S-ka, s. 322.
• L. Mazurkiewicz: Marketing bankowy. Warszawa 2002 Difin, s. 86.
• A. Mohammed-Salleh, Ch. Easingwood: Why European Financial Institutions Do Not Test-market New Consumer Products. "International Journal of Bank Marketing" nr 3/1993, s. 22.
• N. Oldenboom, R. Abratt: Success and Failure Factors in Developing New Banking anf Insurance Services in South Africa. "International Journal of Bank Marketing" nr 5/2000, s.233.
• S. Sarin, G.M. Kapur: Lessons from New Products Failures: Five Case Studies. "Industrial Marketing Management" Vol. 19 1990, s. 310-313.
• E.E. Scheuing, E.M. Jonhson: New Product Development and Management in Financial Institutions. "International Journal of Bank Marketing" nr 2/1989, s. 219.
• L.M. Sciulli: How Organizational Structure Influences Success in Various Types of Innovation. "Journal of Retail Banking Services", nr 1/1998 Spring, s. 13-18.
• B. Żurawik, W. Żurawik: Zarządzanie marketingiem w przedsiębiorstwie. Warszawa 1996, PWE, s. 277.