Marketing OTC equity derivatives: the role of relationships

Tyler, K. and Stanley, E. 2002. Marketing OTC equity derivatives: the role of relationships. International Journal of Bank Marketing. 20 (2), pp. 67-75.

TitleMarketing OTC equity derivatives: the role of relationships
AuthorsTyler, K. and Stanley, E.
Abstract

In 1997, in this journal, Elizabeth Sheedy published a paper investigating exchange relationships in derivative markets. This paper was significant for two reasons. It was the first article to consider the marketing of these important financial instruments. Second, her article set out a forceful argument that relationships in this context were breaking down, and that the advantages associated with a relationship model of exchange had not appeared, and indeed had to some extent facilitated the series of well publicised derivative disasters. In this paper, the authors respond to Sheedy’s call for further research through an empirical examination of the over-the-counter equity derivatives market in the USA and Britain, arguing that while relationships in this market do, to a limited degree, exhibit characteristics atypical of wider financial services contexts, the relationship paradigm continues to be relevant, and indeed inherent, to over-the-counter derivative exchange.

KeywordsEquity, Financial services, Marketing, Over-the-counter market
JournalInternational Journal of Bank Marketing
Journal citation20 (2), pp. 67-75
ISSN0265-2323
YearApr 2002
Digital Object Identifier (DOI)doi:10.1108/02652320210419670
Web address (URL)http://www.emeraldinsight.com/10.1108/02652320210419670
Publication dates
PublishedApr 2002

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