Surveys based The entire sequence of processes for the success of a strategy for customer analytics needs. In particular, it charts the formulation and implementation of this strategy through a Spanish bank, decided to expand into the small and medium enterprise (SME) segment. Beginning with the creation of information that compete for the bank in this segment, it describes the strategic selection of the target customer group, the definition of the product offering and the organizationâ … Read more »

Surveys based The entire sequence of processes for the success of a strategy for customer analytics needs. In particular, it charts the formulation and implementation of this strategy through a Spanish bank, decided to expand into the small and medium enterprise (SME) segment. Beginning with the creation of information that compete for the bank in this segment, it describes the strategic selection of the target customer group, the definition of the product offering and the organizational changes required to implement such a strategy.
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from
F. Asis Martinez-Jerez,
Joshua Bellin
Source: Harvard Business School
25 pages.
Publication Date: Apr 19, 2007. Prod #: 107075-PDF-ENG
Bankinter: Growing by small and medium-sized enterprises HBR case solution