Publications
Publications
- April 2007 (Revised November 2007)
- HBS Case Collection
Bankinter: Growing Through Small and Medium Enterprises
Abstract
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.
Keywords
Customer Relationship Management; Data and Data Sets; Knowledge Acquisition; Growth and Development Strategy; Organizational Change and Adaptation; Organizational Culture; Segmentation; Banking Industry; Spain
Citation
Martinez-Jerez, Francisco de Asis, and Joshua Bellin. "Bankinter: Growing Through Small and Medium Enterprises." Harvard Business School Case 107-075, April 2007. (Revised November 2007.)