Στρατηγική ανάλυση του κλάδου των τραπεζών, προς αναζήτηση ανταγωνιστικού πλεονεκτήματος
AdvisorΠέκκα - Οικονόμου, Βικτωρία
KeywordsΣτρατηγική ανάλυση ; Τραπεζικός κλάδος ; Ανταγωνιστικό πλεονέκτημα ; Strategic analysis ; Banking sector ; Competitive advantage
The modern business environment is subject to constant fluctuations, which bear a significant impact on the strategic approaches of business organizations. Given that the pursuit of a competitive advantage should match environmental conditions and distinct sectoral characteristics, businesses are encouraged to cultivate their resources and skills within this volatile entrepreneurial context. Among other factors, adverse macroeconomic conditions, political uncertainty, changing demographic trends and high levels of competition in the Greek banking sector, require banking institutions to adjust their strategic orientation to seek competitive advantage. In particular, the hostile economic climate, as evidenced by continued austerity measures and the increase in non-performing banking exposures (NPEs), highlights the need to focus on innovative and market-oriented approaches. In this context, the utilization of new technologies can form the basis for developing a sustainable competitive advantage by achieving higher levels of customer satisfaction and differentiation from existing competitors.