Abstract
This article examines the dynamic relationships between competitive strategy and information technology (IT)-based product and process innovation in financial services. The study draws on detailed case studies of five IT-based innovations: Interbranch Online service, Automated Teller Machine service, Credit Card service, Remote Banking service, and Electronic Funds Transfer at Point of Sale service. It examines the development of these innovations in the Thai banking industry from the mid-1960s. The results indicate the limitations of the Reverse Product Cycle model approach, and an alternative conceptual framework and a country-specific innovation model are proposed. Possible avenues for further research on innovation in services and service innovation are suggested, together with steps towards developing a unified approach to innovation and competition for both the service and manufacturing functions.
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