Abstract:

In an attempt to contribute something to new product development and in accordance with the Congress theme of "Research for Decision Making" this paper concentrates on the use of research for innovation in financial and investment marketing, and examines the effect of decisions based on this research. In addition to case studies on the introduction of new consumer and institutional investment services, research which led to the launch of a completely new bank - American Express Bank, in London - is described, together with techniques which helped develop the package of new banking services leading to the success of the new bank.