APPLICATION OF 3R model in e-strategy assessment of internet banking -case study mellat bank

Commercial banking is undergoing rapid change, as the international economy expands and advances towards institutional and market completeness. A major force behind these developments is technology which is breaching geographical industrial and regulatory barriers, creating new products , services and market opportunities , and developing more information - and systems oriented business and management processes. a more efficient distribution channel will not bring sustainable strategic advantages. to compete effectively banks may need to embrace a new set of strategic priorities , based on the unbundling of banking services and processes and the deconstruction of the integrated banking model.

Keywords:

E-strategy , reach , richness , range , internet banking