Η εφαρμογή του στρατηγικού μάνατζμεντ σε πιστωτικό ίδρυμα και η εμφάνιση της ηλεκτρονικής τραπεζικής : μελέτη περίπτωσης στην Εθνική Τράπεζα
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Keywords
Ψηφιακός μετασχηματισμός ; Ηλεκτρονικό εμπόριο ; Ηλεκτρονική τραπεζική ; Στρατηγικό μάνατζμεντ ; Strategic management ; Digital transformation ; e-Commerce ; e-BankingAbstract
This thesis examines Strategic Management and the emergence of Ε-(Electronic) Banking in a specific Greek bank, the National Bank of Greece (NBG).
The thesis is divided into four chapters. In the first chapter, the Strategic Management model is presented, with particular emphasis on the identification of the internal and external environment. It then discusses strategy formulation, specifically the Mission, Goals, and Strategies (Corporate, Business, and Functional). The final stage that is analyzed is Implementation, Evaluation, and Control.
In the second chapter, digital transformation is clarified, including its positive and negative aspects and its various forms. The historical evolution of e-commerce and e-banking is analyzed, along with their relationship to digital transformation. Finally, the development prospects of Artificial Intelligence and Blockchain technology are presented.
Chapter three describes the case study of the National Bank of Greece, particularly its historical background, purpose, vision, and competitive advantage. It also examines its information systems and aspects of digital transformation. Lastly, the bank’s external environment is strategically interpreted, focusing on the PEST analysis and Porter’s Five Forces model.
In the fourth and final chapter of the thesis, E-Banking at the National Bank is interpreted, and its main services are outlined. The relationship between the Bank, the European Central Bank, and the Greek Economy is also discussed. Finally, future trends and development strategies of NBG are presented.
Postgraduate Studies Programme
Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων (ΜΒΑ)Department
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
143Language
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα