PASHA Bank Turkey: An International Marketing Strategy for an Investment and Corporate Bank

SAGE Business Cases, doi/10.4135/9781526469885, Online ISBN: 9781526469885. ​

Posted: 17 Jan 2019

See all articles by Selcen Ozturkcan

Selcen Ozturkcan

EMLYON Business School; Department of Marketing, School of Business and Economics, Linnaeus University; Sabanci Business School, Sabanci University

Date Written: January 2, 2019

Abstract

PASHA Holding OJSC was based in Baku, Azerbaijan, with subsidiaries in insurance, banking, property development, construction, and tourism. Its most important subsidiary was PASHA Bank OJSC, which offered all major financial services. Being the largest private bank in its market by total equity, PASHA Bank launched Baku-based financial institutions in Georgia and Turkey in 2013 and 2015, respectively. Swift growth that spread to three countries demanded a strategy around the dynamic capabilities of the markets. This case focuses on the development of the PASHA Bank Turkey’s marketing strategy, encompassing business insights valuable for emerging markets regarding geographical expansion and integration into the international financial system.

Keywords: investment bank, international marketing strategy, Turkey, Azerbaijan, geographical expansion

JEL Classification: M31

Suggested Citation

Ozturkcan, Selcen and Ozturkcan, Selcen, PASHA Bank Turkey: An International Marketing Strategy for an Investment and Corporate Bank (January 2, 2019). SAGE Business Cases, doi/10.4135/9781526469885, Online ISBN: 9781526469885. ​, Available at SSRN: https://ssrn.com/abstract=3311578

Selcen Ozturkcan (Contact Author)

EMLYON Business School ( email )

23 Avenue Guy de Collongue
Ecully, 69132
France

Department of Marketing, School of Business and Economics, Linnaeus University ( email )

Kalmar, SE-391 82
Sweden
+46 (48) 049-7189 (Phone)

HOME PAGE: http://lnu.se/en/staff/selcen.ozturkcan/

Sabanci Business School, Sabanci University ( email )

Istanbul
Turkey

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