Digital Transformation Journey for Incumbent Banks: The Case Study of Greece

Aristides Papathomas and George Konteos

International Journal of Marketing Studies, 2022, vol. 14, issue 2, 13

Abstract: Banking institutions’ digital transformation framework has a phased journey, whose pace may position the institution for success of failure. The paper is providing a structure of progress for assessment on that journey, building on a study of the Greek banking institutions. The main tools employed were empirical case study examination of a representative bank, relevant scholar and professional literature review and market observations. The Greek banking system, having to weather multiple external pressure factors, is pushing through into the digital journey. The paper examines and assesses progress achieved by identifying areas of success and others where steam has been lost. Further research will deepen the knowledge around digital transformation banking transition, also providing opportunity for cross-examination with grey literature and practitioners. On practical implications, the findings could be used by banks’ leadership to identify the position they are in the digital transformation journey and the way forward. To our knowledge, it is the first study that builds such an overview for the Greek financial incumbents, with potential management concerns identified.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:14:y:2022:i:2:p:13

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