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Pasha bank turkey: an inter-regional marketing strategy
Jönköping University, Jönköping International Business School, JIBS, Business Administration.ORCID iD: 0000-0003-2248-0802
2018 (English)Other (Other academic)
Abstract [en]

PASHA Holding OJSC was based in Baku, Azerbaijan, with subsidiaries in insurance, banking, property development, construction, and tourism sectors. The most important subsidiary of the holding was PASHA Bank OJSC since its establishment in 2007. It offered all major financial services, including investment banking, trade financing and asset management. Being the largest private bank in its original market by total equity, PASHA Bank launched Baku-based financial institutions in Georgia and Turkey as of year 2013 and 2015, respectively. Swift growth that spread to three countries demanded for a strategy to align and differentiate the dynamic capabilities of the markets and efforts. This case focuses on the development of the PASHA Bank Turkey’s Marketing Strategy, and its learning outcomes encompass business insights valuable for emerging markets regarding geographical expansion, and integration to international financial system.

Place, publisher, year, pages
The Case Centre , 2018. , p. 26
Keywords [en]
Geographical expansion, Marketing strategy, Porter's competitive five forces
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-39371OAI: oai:DiVA.org:hj-39371DiVA, id: diva2:1204400
Note

Case Study

Available from: 2018-05-08 Created: 2018-05-08 Last updated: 2018-05-08Bibliographically approved

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Özturkcan, Selcen

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