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  • August 2002 (Revised June 2006)
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Great Dakota Bank: Online Banking

By: Frances X. Frei, Youngme E. Moon and Hanna Rodriguez-Farrar
  • Format:Print
  • | Pages:17
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Abstract

In 2002, Great Dakota Bank's retail division is considering how heavily it should be promoting the company's online banking service. A recent promotional campaign appears to have significantly increased enrollments in online banking, but it is unclear whether the bank should continue to trade promotional incentives for online subscriptions. Contains data that force students to consider the impact of adding a new low-cost channel (the Internet) on consumer behavior; this analysis raises questions about whether the new channel does, in fact, lower the cost to serve customers.

Keywords

Banks and Banking; Internet and the Web; Customer Relationship Management; Consumer Behavior; Demand and Consumers; Technological Innovation; Customer Value and Value Chain; Customer Satisfaction; Management; Service Operations; Banking Industry

Citation

Frei, Frances X., Youngme E. Moon, and Hanna Rodriguez-Farrar. "Great Dakota Bank: Online Banking." Harvard Business School Case 603-011, August 2002. (Revised June 2006.)
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About The Authors

Frances X. Frei

Technology and Operations Management
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Youngme Moon

General Management
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More from the Authors
  • Paul Polman By: Elizabeth A. Keenan, Youngme Moon and Susie Ma
  • Bee-ing Better at Bombas By: Elizabeth A. Keenan, Youngme Moon and John Masko
  • Bozoma Saint John: Leading with Authenticity and Urgency By: Frances X. Frei, Francesca Gino and Youngme Moon
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