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Alliances Operational Framework, Initiatives and Key Challenges
Asian Journal of Management Cases Pub Date : 2020-02-10 , DOI: 10.1177/0972820119892721
Faheem Bukhari 1 , Saima Hussain 2
Affiliation  

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.

中文翻译:

联盟运营框架、举措和主要挑战

联盟和忠诚度计划在建立品牌知名度和提高客户忠诚度方面发挥着重要作用。信用卡领域的有效联盟计划通过为当前和潜在信用卡用户提供价值来增强产品的功能。本案例研究的目的是突出当地银行签证信用卡团队开发的整体联盟路线图。数据是从现场获取的。这个现实生活中的例子突出了几个挑战,并提出了关于如何衡量联盟倡议的成功和从经验中吸取的教训的问题,特别是关于战略修改的经验教训。
更新日期:2020-02-10
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