The effect of strategic business partnerships between Equity Bank ltd and its partners on marketing decisions
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Date
2011-10Author
Walekhwa, Teresa N
Type
ThesisLanguage
enMetadata
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This study was conducted with the objective of determining how strategic
partnerships influence marketing decisions by Equity Bank and its partners. It also set
out to establish the nature of partnerships formed between Equity Bank and its main
partners as at December 2010. To achieve the objectives, a case study was carried out
where primary data was collected from five respondents with the aid of an interview
guide. The primary data collected through the personally administered structured
guide was thereafter analyzed. The analysis was carried out through content analysis.
The findings of the data led to some key findings that Equity Bank and its partners
have engaged in many partnerships and that indeed strategic partnerships do have an
effect on marketing decisions. The main reasons for entering into partnerships were
to increase customer base and to increase value for customers by giving or granting
access to more products and services that the individual firms had no competencies in.
The main nature of alliances formed was strategic equity alliances. In this
arrangement no firm loses its identity to the other because complete integration is not
a feature in equity alliances.
The study concluded that strategic alliances influence most if not all of marketing
decisions a firm makes. Firms that engage in strategic partnerships registered
increased growth in customer base as well as having more satisfied customers. In
addition the firms realized increased value for customers, increased brand reputation
as well as achieved increased innovation of new products and services. A few
challenges such as poor handling of customer care queries, system failures, fraud,
discontentment by partners were encountered that caused firms to draw beneficial
lessons too for future partnership agreements. The study thus concluded that strategic
v partnerships should be used more aggressively as a strategy in the increased
competitive business scene.
Areas of further research identified included recommendations for research studies to
be carried out on Agency Banking in commercial banks.
Publisher
University of Nairobi School Of Business, University Of Nairobi