Thesis chapter: Theoretical framework |Thesis Title: The Enablement of cross-selling through digitization and automation
What can we learn from the academic literature regarding business process optimization, digitization and automation? The thesis is about cross-selling mutual funds between a distributor network of two investment banks. Cross-selling is where BANK 1 leverages the established distributor agreements of BANK 2 since they fall under the same mother company due to an acquisition of BANK 1. The clients do not see BANK 1 and BANK 2 – they expect just BANK. Legally speaking, they are still different entities and require a process to enable cross-selling. Distributing mutual funds is where the asset manager (bank1) agrees with another bank e.g. Barclays to sell BANK 1 products on Barclays offerings to their clients. This is also similar to broker platforms where they sell Vanguard and iShares Funds/ETFS.