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Banque de détail: les stratégies low-cost à la loupe

Abstract : In a country been little used to the radical changes, the low-cost marks a break, a break in the manners to consume. Far from being reduced to the " market of the poor man ", the low-cost tells us length on the new behavior of the customers, which do not any more hesitate to consume simultaneously products and basic services and accessible luxury, which argue there " value for money ", refuse the surquality and are in search of autonomy and of freedom of choice. A break in the way of producing and of selling. In front of the complexity growth of the offer, the low-cost claims a perusal of the proposed offer, in the sense(direction) of a taken to the extreme minimalism: the low-coster does not promise much to the customer, if it is not the main part, in exchange for a lowe price and for an optionalisation of the secondary functions. The raid of new actors on this market following the example of the banking establishments comes to knock down the settled operators and obliges them to revolutionize themselves. Having reminded the founding principles of a lowcost strategy, we shall propose the results of our studies who allows us to draw up a current situation of the presence of banking institutions on this market and to present the marketing and strategic options deployed by these providers.
Keywords : Low-cost Bank
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Nathalie Audigier. Banque de détail: les stratégies low-cost à la loupe. Revue Banque, Revue Banque édition, 2016. ⟨hal-01570927⟩



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