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Strategies of European Banks in Emerging Markets: a Comparative Approach


  • MAROIS, Bernard


The aim of this research is to identify and explain the main strategies conducted by the major European banks in emerging markets. What are the similarities and the differences between European banks concerning, first, their entry onto developing markets and, second, the level of integration of the local units in the global organization of these banks? This survey examines in particular three essential aspects of establishing operating units in emerging markets: corporate strategies regarding entry onto new markets (long-term objectives, geographical presence, modes of entry), the organizational process (degree of integration of new units, reporting) and human resources policy (recruitment, training and development of corporate culture in the local entities). This research encompasses a review of the literature on bank internationalization and strategies in emerging countries and an empirical survey, completed through interviews with three major European banks: ABN Amro (The Netherlands), Barclays (United Kingdom), Société Générale (France). The findings are that bank strategies in the emerging countries greatly vary according to the basic international strategy of the firm. Two patterns have been identified: (1) retaining a foreign status by focusing on the high end value of the market, (2) striving to obtain domestic status by entering retail or consumer banking.

Suggested Citation

  • MAROIS, Bernard & BOUTEILLER, Eric, 1999. "Strategies of European Banks in Emerging Markets: a Comparative Approach," Les Cahiers de Recherche 674, HEC Paris.
  • Handle: RePEc:ebg:heccah:0674

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    References listed on IDEAS

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    More about this item


    strategy; emerging countries; bank; modes of entry; international;

    JEL classification:

    • F33 - International Economics - - International Finance - - - International Monetary Arrangements and Institutions
    • F34 - International Economics - - International Finance - - - International Lending and Debt Problems
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • N25 - Economic History - - Financial Markets and Institutions - - - Asia including Middle East
    • O16 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Financial Markets; Saving and Capital Investment; Corporate Finance and Governance


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