Financial institution branching decisions: A macro-heuristic
Journal of the Academy of Marketing Science · 1985 · Volume 13 · Issue 1
Abstract
The changes which have taken place in the competitive arena for financial institutions recently have brought both opportunities and problems. One area of increasing interest is the branching decision, particularly as statewide branching and interstate banking are likely occurrences in all states.The article proposes the use of a macro-level decision process which uses publically available data as a means of reducing the costs of developing branching data. Rather than submit all areas to a micro-level examination, the heuristic eliminates locations with little potential, so that branching decision makers can use limited research resources for areas where potential exists.
Keywords
Financial Institution, Canonical Analysis, Competitive Action, Retail Banking, Loan Fund
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