Theoretical and Applied Economics (Sep 2007)
Evaluation of the Risk and of the Opportunities in Launching the New Banking Services
Abstract
The creation of new products and services is acknowledged as being a necessity for thedevelopment of a company. Furthermore, due to the changes occurred in the banking field, the introductionof new services became for institutions a condition to remain competitive.The banking institutions which intend to be leaders in a domain should take the initiative andintroduce new services. In the same measure, there are companies for which the cost of a potential failureis too high and they cannot allow it. They limit to introduce in their offer the products that have beentested on the market and have success among the consumers. This option in the marketing policy of thefirm depends on several factors, such as the mission of the organisation, the intended objectives, thedimension and the resources of which it disposes and last but not least the nature of the new proposedservice.
