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Beyond Blue Oceans – Discovering Strategies For Sustaining Market Dominance In Digital Finance: Banks and FinTech

Olomo, Adebola (2020) Beyond Blue Oceans – Discovering Strategies For Sustaining Market Dominance In Digital Finance: Banks and FinTech. Masters thesis, Dublin, National College of Ireland.

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This dissertation seeks to go beyond the Blue Oceans Strategy, to unearth the factors that have delivered sustainable market dominance to leading global organisations in the financial industry. This dissertation also aims to test three main elements-vision, culture and customer centricity, to see if they are all present in top market leading companies and how they are being applied . The Finance industry has seen unrivalled growth and expansion, given the embrace of innovation. However, this progress has been on varying levels, and this dissertation will aim to contribute to marketing and strategy within the finance industry, by showcasing to Banks and Fintech companies, how leading brands within this industry have been able to sustain leadership for a long time and the elements contributing to this.

Without doubt, the concept of Blue Oceans remains relevant in the world today. It has its limitations, as blue oceans eventually turn red, and as such, it fails to deliver a fail proof concept for not just achieving market dominance but sustaining it for a long period of time. This thesis delves deeply into investigating how each player within this study understands the role of vision, culture and customer centricity, and how much impact it has in their business, growth and marketing strategies. The research explores varying techniques of qualitative methodology – taking time to interview and listen to stakeholders and the market.

This body of work is able to provide organisations with an extended line of thought in discovering sustainable marketing strategy that can help them excel beyond innovation to ensure they have in place elements that can support innovation to create lasting market leadership.

Keywords: Blue Ocean Strategy, Digitalization, Banks, Digital Innovation, Fintech, Market Dominance, Culture, Vision, Customer Centricity, Market leadership, Strategy, Competition, Red Ocean

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HG Finance > Banking > E-banking
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Marketing
Depositing User: Dan English
Date Deposited: 08 Feb 2021 16:08
Last Modified: 08 Feb 2021 16:08

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