Case Solution for ING Bank of Canada (A): Launch of a Direct Bank

Complete Case details are given below :
Case Name :      ING Bank of Canada (A): Launch of a Direct Bank
Authors :           Adrian B. Ryans
Source :             Ivey Publishing
Case ID :            99A010
Discipline :        Marketing
Case Length :    23 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
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.
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