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Case

Bankinter: Growing Through Small and Medium Enterprises

By Martinez-Jerez, F. Asis / Bellin, Joshua

Surveys the overall sequence of processes needed for the success of a strategy based on customer analytics. In particular, it charts the formulation and implementation of this strategy by a Spanish bank that decided to expand into the Small and Medium Enterprises (SME) segment. Starting with the creation of information necessary for the bank to compete in this segment, it describes the strategic selection of the target customer group, the definition of the product offering, and the organizational changes needed to implement such a strategy.

Collection: HBSP (USA)

Ref: HBS-107075-E

Format: PDF

Number of pages: 25

Publication Date: Apr 19, 2007

Language: English

Review date: Nov 27, 2007

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Description

Year: 2003

Geographic Setting: Spain

Industry Setting: Banking

Bankinter: Growing Through Small and Medium Enterprises

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Bankinter: Growing Through Small and Medium Enterprises

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Bankinter: Growing Through Small and Medium Enterprises

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