Abstract This case study was conducted on two direct banking service providers, namely, ING Direct Canada and ING Direct USA, over their first 10 years of operation (1997-2007) in North America. It examined their servicebased marketing concept, value propositions and value cocreation logic, and how they translated their concepts and market knowledge into value for and with customers while successfully growing their unique differentiation capability for success and power in guiding people’s mind and behavior through financial services marketing. It is hoped that this study will contribute to new marketing thoughts and indicate the directions for financial institutions in China.
2015, Vol. 12 
