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Utmaningars inverkan på strategier: en studie om SEB:s intåg på den tyska privatkundsmarknaden och om grunderna till uttåget därifrån
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

I en allt mer globaliserad värld med en ökad internationell närvaro på den europeiska marknaden har utlandsetableringar blivit allt vanligare och viktigare för europeiska företag. I det här arbetet undersöker vi hur bankers strategier förändras och anpassas för att möta de utmaningar som de stöter på vid utlandsetableringar, genom att studera SEB och deras köp av den tyska banken BfG 1999. Vi har undersökt hur de utmaningar banken mötte på den tyska privat- och företagsmarknaden påverkade strategin. För att lyckas med detta studerade vi årsredovisningar och intervjuade nyckelpersoner inom banken. Resultatet av undersökningen visar att de största utmaningarna var den tyska fragmenterade marknaden där banken mötte icke-vinstdrivande konkurrenter, en hos kunderna främmande mentalitet gällande banktjänster och ett annorlunda banksystem. Från detta kan vi dra slutsatsen att strategier lätt kan förändras efter de utmaningar verksamheten utsätts för.

Abstract [en]

In an increasingly globalized world and with an accelerating integration process in the European internal market, internationalization is becoming a key interest of European corporations. In this work, we consider the development and adjustment of strategies for banking internationalization using the example of the Swedish bank SEB upon its acquisition of the German bank BfG in 1999. We investigate the challenges SEB had to face on the German retail and merchant banking market and how these challenges affected its strategy. In this qualitative study we conducted interviews with key actors and studied multiple annual reports. By these means we discovered that amongst the key challenges were a fragmented market with nonprofit competitors, culturally different customers, and a foreign banking tradition in the retail market. All of these factors led to adaptations of the strategy, which turned out to be easily modified.

Place, publisher, year, edition, pages
2014. , 41 p.
Keyword [sv]
fragmentering, internationalisering, SEB, strategi, Tyskland, utmaningar
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-226985OAI: oai:DiVA.org:uu-226985DiVA: diva2:728063
Subject / course
Business Studies
Educational program
Bachelor Programme in Business and Economics
Supervisors
Available from: 2014-06-24 Created: 2014-06-23 Last updated: 2014-06-24Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
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Language
  • de-DE
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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