Citation

The War of the Brands: Domestic versus International Plastic Cards in Six Postcommunist Countries.

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

The paper examines the trajectories and the outcomes of the competition between domestic and international (Visa, MasterCard) card brands in the emerging plastic card markets of six post-communist countries (Hungary, Czech Republic, Poland, Bulgaria, Ukraine and Russia). Contrary to a straightforward globalization story (Visa and MasterCards conquering East Block countries), the past 20 years present a more complex picture of inter-brand standardization and compatibility wars. We want to explain why in Hungary, Czech Republic and Poland international brands has always dominated and there has not been an appeal to create an alternative domestic card network, in Bulgaria domestic cards (Borica) dominated since the 1990s, but have recently been gradually replaced with co-branded Borica-MasterCards, and in Russia and Ukraine international cards dominate now (in Russia – only since 2003), but there is a continuous appeal by many actors, including the states, to establish a domestic card network, the one that can successfully compete against the hegemony of card multinationals. While international card brands offer convenience for those travelling abroad, a lions’ share of card transactions continues to be domestic, which are significantly less expensive for banks and cardholders than those conducted with international cards.
We explore several factors that contributed to the different trajectories and outcomes of this brand competition in the six countries: size of market, timing, bank competition and relative size of banks, role of the state and integration with the West (presence of foreign investors).

Most Common Document Word Stems:

card (255), bank (242), domest (110), brand (106), market (96), payment (86), system (80), visa (63), intern (63), countri (60), network (58), state (56), mastercard (54), foreign (51), issu (51), one (50), would (46), nation (43), larg (40), two (39), china (39),
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Association:
Name: SASE Annual Conference
URL:
http://www.sase.org


Citation:
URL: http://citation.allacademic.com/meta/p505370_index.html
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MLA Citation:

Guseva, Alya. and Rona-Tas, Akos. "The War of the Brands: Domestic versus International Plastic Cards in Six Postcommunist Countries." Paper presented at the annual meeting of the SASE Annual Conference, Autonomous University of Madrid, Spain, Madrid, Spain, Jun 23, 2011 <Not Available>. 2014-11-25 <http://citation.allacademic.com/meta/p505370_index.html>

APA Citation:

Guseva, A. and Rona-Tas, A. , 2011-06-23 "The War of the Brands: Domestic versus International Plastic Cards in Six Postcommunist Countries." Paper presented at the annual meeting of the SASE Annual Conference, Autonomous University of Madrid, Spain, Madrid, Spain Online <APPLICATION/PDF>. 2014-11-25 from http://citation.allacademic.com/meta/p505370_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The paper examines the trajectories and the outcomes of the competition between domestic and international (Visa, MasterCard) card brands in the emerging plastic card markets of six post-communist countries (Hungary, Czech Republic, Poland, Bulgaria, Ukraine and Russia). Contrary to a straightforward globalization story (Visa and MasterCards conquering East Block countries), the past 20 years present a more complex picture of inter-brand standardization and compatibility wars. We want to explain why in Hungary, Czech Republic and Poland international brands has always dominated and there has not been an appeal to create an alternative domestic card network, in Bulgaria domestic cards (Borica) dominated since the 1990s, but have recently been gradually replaced with co-branded Borica-MasterCards, and in Russia and Ukraine international cards dominate now (in Russia – only since 2003), but there is a continuous appeal by many actors, including the states, to establish a domestic card network, the one that can successfully compete against the hegemony of card multinationals. While international card brands offer convenience for those travelling abroad, a lions’ share of card transactions continues to be domestic, which are significantly less expensive for banks and cardholders than those conducted with international cards.
We explore several factors that contributed to the different trajectories and outcomes of this brand competition in the six countries: size of market, timing, bank competition and relative size of banks, role of the state and integration with the West (presence of foreign investors).


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