Στρατηγικό ανταγωνιστικό πλεονέκτημα στον κλάδο των τραπεζών : η περίπτωση της εταιρικής κοινωνικής ευθύνης
Τσαντήλας, Γεώργιος Α.
AdvisorΠέκκα - Οικονόμου, Βικτωρία
KeywordsΚοινωνικός απολογισμός ; Δείκτες Κοινωνικού Απολογισμού ; Corporate Social Responsibility ; Strategy ; CSR Reports ; CSR’s indicators
The main subject of the present project is the opportunity for a bank to gain competitive advantage by adopting the main principles of Corporate Social Responsibility. The competitive advantage can give an enterprise the opportunity to win the biggest market share, and become the market leader. Nowadays, the services in the bank sector do not have any significant difference from the one bank to another. As a result, the potential customers examine other criteria in order to choose a bank to cooperate with, such as the reputation, the bank’s size and the recommendations they have been given. That’s why banks struggle to integrate the main principles of CSR in order to prove that profit is not the only that matters for a bank, but there are other more important factors such as environment, society and last but not least, human. The first chapter of this project refers to the general principles of business policy. The first part refers to the most important categories of business policy for a typical firm. The next part refers to the strategic management and the way that it affects a firm’s performance, and there is the presentation of the internal and external environment of a firm. In addition, there is the presentation of Porter’s model which is the most important model for the analysis of a firm’s micro-environment. The second chapter of the present project refers to the main principles and subjects of CSR. First of all, there are the most common definitions of CSR and the main reasons for the adoption of CSR by the firms. The next part refers to the evolution of CSR into the European Union, but also to the main reasons for the development of CSR worldwide. The next subject that is being analyzed is one of the most important in CSR’s theory, the three dimensions, and more specifically, the economic, the environmental and the societal dimension. The last part of this chapter refers to the ISO 26000 standard, a standard for CSR good practices. Finally, there is the presentation of the most famous CSR index that evaluates the performance of a firm in CSR subjects. The third chapter constitutes the first part of the case study for the implementation of CSR’s principles at the banking sector. The main indicators of the most recent CSR report of Piraeus Bank are presented, and the analysis and evaluation of the report is based on four principles, the bank’s position in the market, the environmental-friendly actions, the working environment and the contribution to the society. To sum up the abstract of the present project, there should be a mention to the fourth chapter that constitutes the second part of the case study, and refers to the CSR report of Alpha Bank. The indicators’ presentation is the same as in the third chapter. The conclusion of this case study is that although both banks have adopted the same CSR’s principles and the implementation is done in their own way, the results of both banks are impressive for the environment and society in general.