Naslov
Banks’ Strategic Orientation in Southeastern European Countries – Croatian Experience

Autori
Peruško, Ticijan ; Zenzerović, Robert

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
The 5th International Scientific Conference “Entrepreneurship and Macroeconomic Management: Reflections on the World in Turmoil” / - Pula : Fakultet ekonomije i turizma Dr. Mijo Mirković Sveučilišta Jurja Dobrile u Puli, 2011, 156-170

ISBN
978-953-7498-42-9

Skup
The 5th International Scientific Conference “Entrepreneurship and Macroeconomic Management: Reflections on the World in Turmoil”

Mjesto i datum
Pula, Hrvatska, 24.03.2011. - 26.03.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Southeastern European countries banking market; banks’ strategic orientation; assortment of banking and non-banking products; trends in banking industry

Sažetak
In examining the characteristics of bank oriented financial sector in southeastern European countries (SEEC) and the importance of banks as modern financial supermarkets i.e. financial intermediaries, the researchers decided to analyze the trends of banks’ future strategic orientation. In this sense the further research hypothesis was set: SEEC banks are primarily strategically orientated toward retail segment, and they are preferring to finance consumption rather than investment according to what they are designing banking and non-banking products and a manner of market communication. The purpose of this paper consist in estimating the future banks’ strategic orientation according to which they are designing assortment of banking and non-banking products and conduct appropriate market activities. In order to test research hypothesis various scientifically based methods were used among most important role have statistical and sampling methods, pooling method and methods of description, analysis and synthesis. The research performed among eight biggest banks operating in Croatian banking market, as a representative of SEEC banking markets, include the gathering of information by questionnaire comprised of 28 questions regarding banks’ future strategic orientation, the structure, development and management of banking and non-banking products as well as the future trends in banking industry. Research results confirm the aforementioned hypothesis and indicate that although banks are strategically focused toward retail segment that comprises households and small enterprises and crafts, the most important segment is still households. According to segments focused, banks are trying to expand and enhance the existing assortment of banking and non-banking products and services, taking into account the needs of micro regions. The research results clearly indicate that the bank are introducing a new and develop existing loan and deposit products with rising role of virtual banking in order to maintain and expand strategic position in the very competitive banking market. In addition to typically banking products, banks are focused on the development of non-banking products and services and their connection with banking products, what is directly affecting the availability of funding sources. Aforementioned was confirmed by the surveyed banks' views on further increase in revenues from fees and commissions, so called non-interest revenues, with an emphasis on balancing the share of interest and non-interest revenues in the total revenues from banking business.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA