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
Date Written: January 2, 2019
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: Suggested Citation