Abstract
Based on a survey and extended interviews with 78 domestic and international managers of a leading bank in India, this paper identifies some problems encountered with the utilization of Information and Communications Technology (ICT) by this enterprise in its global marketing strategy. A comparative analysis of the survey responses reveals recognizable differences among managers within and outside India concerning the problems and prospects of ICT as an instrument of global business strategy. Twenty problems that can diminish the influence of ICT in this strategy are identified and classified into four categories: Infrastructure, Regulation and Restrictions, Training and Culture, and Financial Constraints. The study finds that ICT has assisted the bank in maintaining its global competitiveness but the international managers of the bank do not agree that it has generated any competitive advantage. Using a qualitative methodological approach, this paper systematically explores the problems and prospects of ICT as an important supporting factor in the global strategy of a multinational bank from India.
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