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Gabler Verlag Internationales Emissionsgeschäft: Das emittentenbezogene Marketing der Banken

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Description

In den letzten Dekaden stand im Zusammenhang mit der EinfUhrung neuartiger Produkt- und ProzeBtechnologien der industrielle Sek tor im Zentrum des betriebswirtschaftlichen Interesses 1. Seit Beginn der achtziger Jahre treten von EntwicklungssprUngen be gleitete Wandlungsprozesse besonders ausgepragt auch bei den Banken in Erscheinung 2. Traditionelle Kernbereiche des Bankgeschaftes, wie das Entge gennehmen von Einlagen und die Gewahrung von Krediten, erfahren durch das Aufkommen neuer Anbieter, neuer Produkte und eines geanderten Kundenverhaltens intensiven Wettbewerbsdruck. Die Abwanderung kreditwlirdiger Kapitalnehmer zu kostengUnstigeren Finanzierungsformen und die renditeorientierte, aufgeklartere Einstellung des Anlegerpublikums in Richtung hoherverzinsli cher Anlageinstrumente zwingen viele Banken zu einem Orien tierungswechsel in der Geschaftspolitik 3. Vor dem Hintergrund der geschaftlichen Neuausrichtung forciert die Mehrzahl der Banken seit Jahren die Aktivitaten im Emissions geschaft. Urn einerseits an dem Trend der Substituierung von Kre diten durch die Ausgabe von Wertpapieren teilzuhaben und anderer seits neue Kundenkreise zu erschlieBen, tatigen die meisten Kre ditinstitute hohe Investitionen in diesem Geschaftsfeld 4. 1m Gefolge des Zusammenwachsens nationaler Wirtschaftsregionen und der Vorbereitungen auf den gemeinsamen europaischen Binnen markt prasentiert sich dabei fUr Banken mit Auslandsorientie rung das internationale Emissionsgeschaft von hervorgehobener Bedeutung 5. In dem ertrags-und prestigetrachtigen Marktsegment bildet die Gewinnung von Auftragen fUr die DurchfUhrung von Emis sionen das Zentrum der BemUhungen von Kreditinstituten. 1 Vgl. Overbeck, Egon: strukturwandel - Neue Chancen fUr die Unternehmen, in: ZfbF 29/1977, S. 179 ff.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
01 January 1993
Listed Since
02 June 2012

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