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Banco Comercial Português (1993)

Published 01 Jan 1992
Reference 4216
Topic Marketing
Industry Retail Banking
Region Europe
popular
Prizes & Awards

2006 ecch Best-selling Case in Strategy and General Management

2005 ecch Best-selling Case in Strategy and General Management

2004 ecch Best-selling Case in Strategy and General Management

Summary

The case describes the rapid development of BCP into one of the largest banks in Portugal with 6 distinct networks and hundreds of branches. Its growth was based largely on a strategy of customer responsiveness, rooted in a sophisticated approach to market segmentation and in a bold use of information technology and innovation to gain competitive advantage. The case also discusses the sustainability of this competitive advantage in the face of 1993, competitive imitation and internal complexity and growing formalization.

Teaching objectives

Topics covered are strategic analysis and "strategic window", strategic commitments and the building of barriers to competitive imitation, as well as new venture risks and returns, sustainability of competitive advantage based on a service innovation and the role of information technology choices in building this advantage.

Keywords
  • AR1993
  • BANCO COMERCIAL PORTUGUES