The marketing-finance interface towards financial services with special reference to the new services provided by futures exchanges

doi:10.1108/03090569910262107

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European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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The marketing-finance interface towards financial services with special reference to the new services provided by futures exchanges

Document Information:
Title:	The marketing-finance interface towards financial services with special reference to the new services provided by futures exchanges
Author(s):	Joost M.E. Pennings, (Office for Futures and Options Research, University of Illinois at Urbana-Champaign, Illinois, USA), Martin G.M. Wetzels, (Department of Marketing and Marketing Research, University of Maastricht, The Netherlands), Matthew T.G. Meulenberg, (Department of Marketing and Marketing Research, Wageningen University, Wageningen, The Netherlands)
Citation:	Joost M.E. Pennings, Martin G.M. Wetzels, Matthew T.G. Meulenberg, (1999) "The marketing-finance interface towards financial services with special reference to the new services provided by futures exchanges", European Journal of Marketing, Vol. 33 Iss: 5/6, pp.531 - 547
Keywords:	Financial management, Financial risk, Financial services, Innovation, Service industries, Services marketing
Article type:	Research paper
DOI:	10.1108/03090569910262107 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	The financial services industry is one of the fastest growing service industries. The financial services industry includes financial derivatives markets such as options and futures markets. In order to ensure survival, firms providing financial services show a rapid product innovation. However, for financial services the risk of failure is considerable. Argues that a synthesis between the financial approach and the marketing approach towards financial services provides a conceptual framework for analysing the possible success or failure of futures contracts. The synthesis is illustrated by an empirical study of a new futures contract that might possibly be introduced.