The Orange Code
How ING Direct Succeeded by Being a Rebel with a Cause
Arkadi Kuhlmann|Bruce Philp
The book chronicles the unconventional strategies and customer-focused approach that drove the success of ING Direct, a financial institution that challenged traditional banking norms. It delves into the company's innovative marketing, corporate culture, and the leadership principles of its CEO, Arkadi Kuhlmann, which together created a brand that stood out in the industry for its simplicity and transparency.
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