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Marketing-Strategien in der Finanzindustrie

As a result of the financial crisis in 2008, many customers do not trust banks as they did before. In parallel, digitisation is an ongoing process which is radically disrupting many industries. Often, these disruptions are fuelled by platforms, which are growing exponentially due to network effects. In this regard, FinTech start-ups are disrupting the finance industry, offering added value and more customer centricity. For example, crowdfunding platforms enable users to become investors with little money. What can banks learn from these approaches in order to act sustainably in the market? Which differences can be observed between Germany and Romania? Peter Konhäusner offers answers to these questions in this book. His research fields are marketing, entrepreneurship and management.