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Bankers strategier i förändring: En kvalitativ studie om två svenska storbankers anpassning till digitaliseringen
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Problem: In society and the business world, major changes have occurred as a result of an extensive digital restructuring. As a consequence of digitalization, consumer behavior has changed, which have had a major impact on swedish banks. The changing environment, in particular, affects banks' operations in which the complex and dynamic situation of digitization leads to effects on the organization's strategy and basic structure. In order to achieve long-term competitiveness and survival, the ability to adjust organization’s strategy after current market changes has become an increasingly important factor. In view of the fact that swedish banks have adapted at varying degrees, the study aims to describe how swedish banks are working to adapt their strategy-design to new and changed market conditions.

Method: The study is design with a qualitative research strategy with the intention of creating the greatest prerequisites for answering the study's question. The empirical material has been collected through four interviews conducted by telephone and physical meetings. The study is based on Handelsbanken and SEB where two respondents from each bank, with different insights into the business, have been interviewed. The result of the collected empirical material was then compared to the theories in the frame of reference.

Result: The results show that the two banks examined have similarities but also differences in the organization's adaptation of their strategy-design. It turned out that SEB had a clear strategy that was changed and formulated following the new market conditions. Through innovation and development of new services, SEB wants to be at the forefront of digitization.

Handelsbanken's overall strategies are largely unchanged, but the organization has followed digital developments. Their strategy is based on the decentralized way of working that provides great scope for organizational units to influence the business. Both banks agree that digitization contributes advantages, but that the combination of digital and local meets the needs of the market. Therefore, both banks are limited in their adjustment.

Place, publisher, year, edition, pages
2018. , p. 47
Keywords [sv]
digitalisering, strategiutformning, anpassning, storbanker, marknadsförändringar
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-37533OAI: oai:DiVA.org:hh-37533DiVA, id: diva2:1231878
Subject / course
Business
Educational program
Business Administration and Economics Programme, 180 credits
Supervisors
Examiners
Available from: 2018-07-12 Created: 2018-07-09 Last updated: 2018-07-12Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf