Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • April 2005 (Revised November 2008)
  • Case
  • HBS Case Collection

Banco Real: Banking on Sustainability

By: Rosabeth M. Kanter and Ricardo Reisen de Pinho
  • Format:Print
  • | Pages:24
ShareBar

Abstract

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

Brands and Branding; Corporate Social Responsibility and Impact; Competitive Strategy; Competitive Advantage

Citation

Kanter, Rosabeth M., and Ricardo Reisen de Pinho. "Banco Real: Banking on Sustainability." Harvard Business School Case 305-100, April 2005. (Revised November 2008.)
  • Educators
  • Purchase

About The Author

Rosabeth M. Kanter

General Management
→More Publications

More from the Authors

    • May 2022
    • Faculty Research

    Climate Action in Miami

    By: Rosabeth Moss Kanter and Catarina Martinez
    • May 18, 2022
    • CNN.com

    Want to Keep Your Employees Happy? Offer These 5 Things

    By: Rosabeth M. Kanter
    • April 2022
    • Faculty Research

    CVS Health: Prescription for Transformation

    By: Rosabeth Moss Kanter and Catarina Martinez
More from the Authors
  • Climate Action in Miami By: Rosabeth Moss Kanter and Catarina Martinez
  • Want to Keep Your Employees Happy? Offer These 5 Things By: Rosabeth M. Kanter
  • CVS Health: Prescription for Transformation By: Rosabeth Moss Kanter and Catarina Martinez
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College