金融营销(英文)案例

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1、NationwideSecuringcustomers'intereststhroughmutualownershipIntroductionAllbusinesseshaveowners.Itmaybejustonepersoni.e.asoletrader,orthousandsevenmillionsofpeoplee.g.theshareownersofapubliclimitedcompany.Allbusinessesalsoneeddecision-makers.Decisionsmaybestrategice.g.abo

2、utthelong-termaimsofthebusinessanditsgeneraldirection.Theymayalsobemoremundaneandpracticale.g.shouldwebeopenonaSunday?Sometimestheownersmakeallthesedecisionsorreserveonlythemostvitalonesforthemselvesanddelegatetheotherstomanagers.Inthefinancialworld,leadingorganizationsc

3、ontinuetodebatethekeyissuesofownershipandcontrol,visionandpurpose.Overthepast20years,manyofthe'leadingplayers'amongthefinancialinstitutionshaveaskedthemselves"Whatdoweexisttodo?Whatshouldourfuturepurposebe?Howwellsuitedtoouraimsisourpresentstructureofownership,management

4、anddecision-makers?"Thesearebig,searchingquestions.Toanswerthem,anorganizationmusthaveaclearvisionofitskeypurposeandacommitmenttofulfillit.Itmustthenensurethatitsownershipstructureisintunewithitskeypurpose.Overthepast20years,manylargebuildingsocietieshaveabandonedmutualo

5、wnershipandhavebecomepubliclimitedcompanies.Theyhavedonethisinordertodiversifytheiractivitiesandtocompetemoredirectlywithbanksandotherfinancialinstitutions.Nationwideisamutualorganizationownedbyitsmembersandremainssobychoice.Whilstretainingitsmutualstate,ithasrestatedits

6、vision:'togrowNationwideinamoresustainableway,activelymanagingoursocialandenvironmentalimpactaswellasvaluingourmembersandemployees'.Nationwidehasadoptedadistinctivepositiondesignedtoshowitsmembersandothersthatitsresponsibilitiesasabuildingsocietygobeyondsimplypursuingcom

7、mercialinterests.ThisCaseStudyexamineswhyNationwidehastakenthisstanceandhowitissuccessfullypursuingitsaims.ThechangingmarketforbuildingsocietiesBuildingsocietieshavealonghistoryofcaringfortheirmembers.Theyencouragethemtosaveandhelpthemtobuyhomesbylendingthemmoneyatafford

8、ableratesofinterestoverlongperiodsoftime.Untilthe1980sthevariousoperatorsinfinancialservicesconcentrate