This innovative book provides the first detailed analysis of the increasing convergence of banking and insurance in the retail area, a trend commonly referred to as bancassurance. In the first part of the book industry- and firm-level characteristics are analysed which contribute to the increasing level of cross-industry penetration in the banking and insurance sector. The second part of the book provides for the first time a detailed account of banks' entry strategies into insurance. It thereby focuses on identifying the key factors which determine whether or not entry will be successful.

Providing a comprehensive assessment of the strategies of banks and insurance companies in the move towards an internal European market for financial services, this book analyzes the latest theoretical and institutional developments. It also provides a range of case studies of actual cross-border entry strategies of some of the largest European financial institutions.