Selling Islamic finance to mr. Smith

Date of publication: October 28, 2001

Catalogue: Qualitative 2007


In an environment of increasing product parity, the need to innovate has become critical. The key input for innovation is robust and insightful data from customers. Given this scenario, this paper explores the triggers and barriers that exist within typical companies in the drive to gain better customer insights to fulfil the end need of innovation. This has been illustrated using the simple but interesting scenario of trying to target non-Muslim customers for Islamic banking products and services.

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