Publications
Publications
- April 2005 (Revised November 2008)
- HBS Case Collection
Banco Real: Banking on Sustainability
By: Rosabeth M. Kanter and Ricardo Reisen de Pinho
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.)
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