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Alliances Operational Framework, Initiatives and Key Challenges

Author

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  • Faheem Bukhari
  • Saima Hussain

Abstract

Alliances and loyalty programmes play an important role in building brand awareness and increasing customer loyalty. An effective alliance initiative in the credit card domain strengthens the product’s features by offering value to current and potential credit card users. The purpose of this case study is to highlight the holistic alliance roadmap developed by the local bank visa credit card team. The data have been acquired from the field. This real-life example highlights several challenges and raises questions about how to measure success in alliance initiatives and the lessons learned from the experience, especially regarding strategy modification.

Suggested Citation

  • Faheem Bukhari & Saima Hussain, 2020. "Alliances Operational Framework, Initiatives and Key Challenges," Asian Journal of Management Cases, , vol. 17(1), pages 107-118, March.
    • Handle: RePEc:sae:anjomc:v:17:y:2020:i:1:p:107-118
    DOI: 10.1177/0972820119892721
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    Cited by:

    1. Isiye Clement Muyabila & Professor Charles M Rambo Ph.D. & Professor Raphael O Nyonje Ph., 2023. "Invariable Features of a Firm and Value Creation in Agency Banking Projects: A Case of Retail Banking in Kenya," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(10), pages 1093-1108, October.

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