Yes Bank: Competitive Strategy of a Late Entrant |
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"One of the strengths and differentiating features of Yes Bank is its knowledge banking approach. Our approach is service-oriented; we offer what is missing in the marketplace. We offer choice and convenience to customers (to enhance their banking experience)."1 -Rana Kapoor, Founder, Managing Director and CEO, YES BANK. "[Rana Kapoor's] aim is to break the stereotype image of banks and bankers. There is, of course, all the seriousness that goes with managing other people's money. Prudent management, new technology, skilled people. Good corporate governance, top quality service. Plenty of social involvement. But there is also an emphasis on conveying the message that banking is not merely a set of cold hi-tech assemblages and serious-looking bankers."2 -The Week3, May 22, 2005. Saying Yes to Differentiation
When Yes Bank announced its decision to enter the Indian banking space in the mid-2000s, industry watchers were skeptical about the move as they felt that the market was already overcrowded. But soon after starting operations, the bank caught the attention of analysts as well as its competitors with its highly differentiated strategy. Yes Bank: Competitive Strategy of a Late Entrant - Next Page>>
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1] "Wireless Banking Gets the Nod," www.intel.com/business/casestudies/yes_bank.pdf.
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