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Alliance of the Augurs as Jointly Acting Brand Leaders

In: International Banking Strategic Alliances

Author

Listed:
  • Jörg Itschert
  • Rehan ul-Haq

Abstract

After reading the previous chapter the reader may be wondering how it was possible for two prestigious companies in the banking industry, both of them among the 20 largest banking groups in Europe, to go public with such an auspicious project that had no time restriction, when not even the second phase out of a total of seven had been successfully completed. Seen from a mono-causal, analytical view, such a procedure appears somewhat problematic. On the other hand, considering the limited extent to which such a test criterion can claim to cover the field of reality in question, it would hardly be possible to derive from it a generally valid mode of procedure.

Suggested Citation

  • Jörg Itschert & Rehan ul-Haq, 2003. "Alliance of the Augurs as Jointly Acting Brand Leaders," Palgrave Macmillan Books, in: International Banking Strategic Alliances, chapter 6, pages 41-47, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-4039-3762-9_6
    DOI: 10.1057/9781403937629_6
    as

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