Developing and evaluating a marketing strategy towards corporate clients. The role of market research

Starting with a brief review of some historical roots of Creditanstalt's activities in CEE, which will also include the reasons for entering these markets and the opportunities we see in them, this paper will focus on the research activities undertaken since 1994.

Developing and evaluating a marketing strategy towards corporate clients. The role of market research

Martin Mayr and Wolfgang Rdiger Creditanstalt Bankverein

WHY ENTER CENTRAL AND EAST EUROPEAN MARKETS? HISTORICAL BACKGROUND

Creditanstalt was first established in 1855 to finance industrialisation and the development of railways in the Austro-Hungarian Monarchy. Endowed with a share capital of 100 million gulden, the bank was not only the largest bank of the country, but also one of the biggest in Europe. The company had branches in all major cities of the former Habsburg lands, which are now the capitals of the main...

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