Abstract
The Asian financial crisis has not only reduced foreign investment in the transition economies of South‐east Asia, but has also impacted on the domestic financial structure with associated implications for strategy and marketing. Despite reform, the formal, state‐dominated banking systems continue to struggle, particularly with competition from the traditional informal financial institutions such as moneylenders, gold dealers and credit circles, a form of competition which is probably much less significant in Western economies. In this context, understanding and explaining consumer savings decisions can most usefully be developed by using ideas from its commitment construct. Implications for marketing and promotional strategies are offered, which include recommendations for strategic alliances with local organisations where consumer commitment already exists.
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