This article reports on the results of a research project into the development activities undertaken during the launch of 132 new financial services in Greece. According to the results, business analysis and marketing strategy formation as well as launch are the stages of the new service...

Purpose – The purpose of this paper is to explore the role of marketing, sales, EDP/systems and operations in the ultimate success of new‐to‐the‐market vs “me‐too” retail financial services. Design/methodology/approach – To collect the data, the “dropping off” method was...

Reports the results of a research project into the marketing communications tools used during the launching of 100 new retail financial products – 58 non‐innovative and 42 innovative – and it is part of a broader study conducted on the development and launching practices of new financial...