Banking on Sustainability (Spanish version)

  • Reference: HBS-311S04

  • Year: 2000

  • Number of pages: 26

  • Geographic Setting: South America;Brazil

  • Publication Date: Apr 13, 2005

  • Fecha de edición: Nov 17, 2008

  • Source: HBSP (USA)

  • Type of Document: Case

  • Industry Setting: Banking;Other manufacturing;Banking & credit

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Description

ABN AMRO REAL made corporate social responsibility central to its brand, adding to customer focus and reflecting its values. Leaders developed the Bank of Value theme and implemented it through activities such as microfinance in poor communities, environmentally oriented lending products, socio-environmental screening of customers and suppliers, employee diversity, and reduction of waste and recycling. Now the fourth largest private bank in Brazil, its top leaders are assessing the first four years and wondering what to do next, as competitors adopt similar practices, reducing its competitive advantage, and as it wants to ensure its impact on social change in a country with daunting social problems.

Keywords

Branding Change management Climate change Competition Competitive Strategy corporate social responsibility Corporate strategy Developing countries Diversity Leadership Natural resources Small & medium-sized enterprises Strategy