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Analysis of corporate banks' positioning on sustainability in the corporate business. A comparative study conducted for ING Wholesale Banking.

  • The research is the basis for a recommendation for an advantageous positioning of the research sponsor in its business line corporate banking on the issue; the business of sustainability with corporate clients. Simultaneously it gives an impression about the positioning of the research sponsor’s competitors in this business. The research is structured in three research questions; “How do ING WB and its competitors differentiate in their positioning, what are the needs of the clients a corporate bank is serving and how far are the actions of ING WB and of its competitors in consistence with what they are communicating?” The research questions are composed based on a positioning model. The outcome of the research questions provides data needed to formulate the recommendation for ING WB’s positioning. The research is comprised of a comparative analysis based on a desk research and secondary data analysis. The study revealed that the positioning of banks differ slightly from each other. Therefore a good positioning, which can be achieved by taking the outcome of the three research questions into consideration, is advantageous to be able to stand out in a competitive business.

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Author:Maren Bos Eijssen
Advisor:Frank Kramer
Document Type:Bachelor Thesis
Year of Completion:2016
Granting Institution:Hochschule Furtwangen
Date of final exam:2016/08/31
Release Date:2016/09/07
Tag:Banking sector; Positioning; Sustainability
Page Number:67
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt