From a strategic perspective, the Bank of Montreal, a major Canadian bank, joining the “virtual bank” market in Canada has committed. There is also the possibility to start later in the United States and Mexico. They plan to do this in a way to gain first mover advantage preventative. This means that no extensive pilots and a short time to start. The decision makers are presented with the development of a complete launch strategy. You have to work two years tentatively ideas, but a number … Read more »

From a strategic perspective, the Bank of Montreal, a major Canadian bank, joining the “virtual bank” market in Canada has committed. There is also the possibility to start later in the United States and Mexico. They plan to do this in a way to gain first mover advantage preventative. This means that no extensive pilots and a short time to start. The decision makers are presented with the development of a complete launch strategy. You have to work two years tentatively ideas, but a number of important decisions on product line, pricing, communications, sales force, and so on have yet to be made. To date, this event has been successfully used to set the stage for marketing management courses and start marketing management modules in leadership development programs.
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from
Donald Barclay
Source: Ivey Publishing
22 pages.
Release Date: 02 September 1998. Prod #: 98A025-PDF-ENG
Start of mbanx HBR case solution

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