global recession) can lead to significant changes of attitudes and require conducting strategic CSS more often than it is required in regular occasions.
Expansion of Research Embracement During past two decades industry of financial services experienced significant internationalization. Large multinational financial groups lead today’s markets. This is not only a consequence of regional economic and political integration, but the expression of the need for more efficient asset management as well. International growth is especially visible in banking industry. Figure 1 summarizes various ways to design CSS in financial services according to the objectives
(examined in pervious section) and expansion of research embracement. How does this alternation affect the CSS design? Nowadays CSS are conducted as multinational marketing research projects. These research projects are conducted simultaneously (or in proximity form one another) on more than one national market. Multinational CSS are jointly led from headquarters of financial service provider and research provider under the same methodological framework for every national market (they do require some customization for each national market). This kind of research provides findings that allow financial service providers to monitor and compare marketing performance of their subsidies. Management at company headquarters has a tool
Figure 1. Objective-embracement matrix for designing CSS in financial services*
* Matrix intersects research embracement (defined according to the geographic or target population criteria) with CSS objectives. Therefore, performance measurement CSS can be designed as national, multinational or competitive, and strategic CSS can be designed as national or competitive.
116 Marko Đorđić