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Hang Seng Bank's e-Banking: Leveraging an Established Brand for New Relationships    
 
Product Ref: 01/116C Company: Hang Seng Bank

Product Type: Case Industry: Banks & Diversified Financials

Related Product(s): Teaching Note
Hang Seng Bank is the second largest locally-incorporated bank and the fifth largest public company in Hong Kong. Due to growing consumer demand, peer pressure and pressure to improve profits, Hang Seng launched e-banking in August 2000. This case provides a study of why Hang Seng accelerated its on-line banking strategies, critical issues in its implementation of strategies, and how Hang Seng is differentiating its on-line banking from other banks. Hang Seng has been serving customers throughout Hong Kong since 1933; it has been regarded as a reliable and traditional community bank. The case discusses how e-banking is helping Hang Seng to strengthen its new image as a contemporary and progressive bank. The case also presents the issue of profitability measurement of on-line banking and/or technology investment.
Functional Area : Management of Information Systems
Marketing

Issues: On-line Retail Banking Strategy, Market Segmentation and Product Design Issues
Length: Text: 10 pages
Exhibits: 5 pages
Country: Hong Kong SAR

Pub. Year: 2001 Level of Difficulty: 2
         
This product type is available in the following language(s):      English   Simplified Chinese
         
Related Information: N/A
 
This case is UGC funded.
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