Investigation of marketing strategies for improving bank performance in BIDV

Abstract

The study examine the influence of four key strategic marketing concept: two market orientation categories (Generation of marketing intelligence, Dissemination of intelligence, Responsiveness), Innovation orientation, and two marketing capability categories (outside-in and inside-out capabilities) on bank performance. Second, these relationships are studied in BIDV Ha Noi. Their relative homogeneity enables testing the generality versus context-specificity of strategic marketing's performance impact. Using SPSS analysis of 305 samples, the results show market orientation, marketing capability and Innovation orientation that have significant on BIDV performance. The results of this study show that all of the variables of market orientation have almost the same infuence on BIDV performance. Banking-specific results have also considerable managerial relevance.