Positioning Strategy for Credit Unions
Schmidt, Sandra L.; Debevec, Kathleen; Schmidt, Sandra L.; Associate Professor, McIntire School of Commerce, University of Virginia, Charlottesville, VA, 22903; Debevec, Kathleen; Associate Professor, School of Managment, University of Massachusetts, Amherst, MA, 01003
Журнал:
Journal of Professional Services Marketing
Дата:
1991
Аннотация:
The purpose of this paper is to examine the environment in which credit unions function and how they may position themselves in the tumultuous financial world of the 1990s. Credit unions should not try to be faithful to the old "full service" theme. Instead, they should offer specialized services to a narrow market.
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