USF St. Petersburg campus Faculty Publications


Customer preferences of financial services across the US, Germany, and Russia.

SelectedWorks Author Profiles:

Martina K. Schmidt

Document Type


Publication Date



In today's competitive business environment, financial services companies continuously try to find innovative strategies in growing their business nationally and internationally. Understanding customer needs and wants is an important part in accomplishing this mission. As customer needs and wants depend on a country's socio-economic, cultural and political background, across-country analysis is important especially for financial services firms that are doing business in the international arena. This paper investigates the difference in customer preferences across the US, Germany and Russia. We find important differences in the customer preferences as well as growth potential for some financial services across the three countries. The findings have important implications for a financial services firm's marketing campaigns, organizational structure, and product and service offerings.


Abstract only. Full-text article is available only through licensed access provided by the publisher. Published in The Academy of Business Disciplines : Proceedings 2007 : Ninth Annual Conference. Fort Myers Beach, FL, Nov. 1-3, 2007.




Academy of Business Disciplines

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

This document is currently not available here.