Ivey Publishing

Product Details

ING Bank of Canada (A): Launch of a Direct Bank
Product Number:
9A99A010
Publication Date:
08/25/1999
Revised Date:
01/12/2010
Length:
20 pages (10 pages of text)
Product Type:
Case (Field)
Source:
Ivey
The management team at ING Bank of Canada was preparing to launch Canada's first discount bank. Initially, the bank planned to serve its customers using mail and telephone. Later, it planned to supplement the telephone banking service with an interactive voice response system and an Internet-based service. ING hoped to attract customers by offering significantly higher interest rates on its savings products than any of its competitors. There was some skepticism about the viability of the proposed business model. At the time of the case, the president and CEO of ING Bank was reviewing the proposed launch strategy.
Issues:
Disciplines:
Entrepreneurship,  Marketing
Industries:
Finance and Insurance
Setting:
Canada, Small, 1997
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Supplements: 9B01A024 (16 pages)
Translations: Spanish (24 pages)
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