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PASHA Bank Turkey: an international marketing strategy for an investment and corporate bank
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0003-2248-0802
2019 (English)In: SAGE Business Cases Originals, Sage Publications, 2019Chapter in book (Other academic)
Abstract [en]

PASHA Holding OJSC was based in Baku, Azerbaijan, with subsidiaries in insurance, banking, property development, construction, and tourism. Its most important subsidiary was PASHA Bank OJSC, which offered all major financial services. Being the largest private bank in its market by total equity, PASHA Bank launched Baku-based financial institutions in Georgia and Turkey in 2013 and 2015, respectively. Swift growth that spread to three countries demanded a strategy around the dynamic capabilities of the markets. This case focuses on the development of the PASHA Bank Turkey’s marketing strategy, encompassing business insights valuable for emerging markets regarding geographical expansion and integration into the international financial system.

Place, publisher, year, edition, pages
Sage Publications, 2019.
Keywords [en]
international marketing strategy, investment and corporate bank, international banking, Turkey, Azerbaijan, Georgia
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-79370DOI: 10.4135/9781526469885ISBN: 9781526469885 (electronic)OAI: oai:DiVA.org:lnu-79370DiVA, id: diva2:1276170
Available from: 2019-01-07 Created: 2019-01-07 Last updated: 2019-09-11Bibliographically approved

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Ozturkcan, Selcen

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CiteExportLink to record
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Citation style
  • apa
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  • ieee
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  • nn-NB
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  • Other locale
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Output format
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  • asciidoc
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