Case | HBS Case Collection | April 2007 (Revised November 2007)

Bankinter: Growing Through Small and Medium Enterprises


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;


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.)