Strategic marketing for Islamic banking in North Africa

The slow development of Islamic banking in North Africa in the latest decades and the increasing interest in the region, following the Arab spring,  for what is still considered as a niche market is pushing banking professionals to think about the industry’s positioning in this market. Numerous conventional banks are, secretively, considering offering Islamic finance services but are concerned about the spill-over on their conventional banking image when marketing those services through Islamic windows. Marketing of Islamic financial services in North Africa still focuses heavily on religious messages but this will have to change to reach out to new consumer segments. We aim in this essay to provide hints and suggestions on what strategic variables could Islamic banks integrate within their marketing and branding approach in order to position themselves on fast lane of growth in North Africa… (to discuss this publication please contact Dr. Walid Ghannouchi)

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