Marketing principles in the application of e‐commerce

E‐commerce has been much hyped as a potentially transformational force in many industries, and financial services is an industry where its impact is expected to be particularly strong. In this qualitative research four case studies have been developed, from a series of in‐depth interviews, to investigate the way some UK financial services organisations have responded to this innovation. By taking a broad perspective, from a range of managers across a number of disciplines, this study particularly focuses on the application of marketing principles, on an organisation wide basis, to the new challenges presented by e‐commerce. E‐commerce can be seen to present considerable structural and cultural challenges for large established organisations. It is also potentially changing a number of aspects of customer management. Significant areas for further research are identified.