Bridging strategy and practice: Empowering micro and small enterprises toward sustainable operations through account managers’ knowledge and capabilities
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Journal Title
Journal ISSN
Volume Title
School of Business |
Master's thesis
Authors
Date
2024
Department
Major/Subject
Mcode
Degree programme
Strategic Management in a Changing World
Language
en
Pages
76 + 15
Series
Abstract
This study explores how a Nordic corporate bank integrates sustainability into its operations, with a focus on the role of its account managers in promoting sustainability among their micro and small corporate clients. The research offers insights into how the bank's account managers guide their corporate clients toward more sustainable practices. The research focuses on their understanding of sustainability, client perceptions, and the challenges they encounter. It also highlights the difficulties of aligning sustainability goals with everyday client interactions. The study uses a qualitative approach and is a case study of a Nordic corporate bank. The data were collected through two semi-structured focus group interviews with three account managers responsible for micro corporate clients and three responsible for small corporate clients. These interviews were supplemented by internal and external documents of the case bank. The transcribed data were analyzed thematically to identify key patterns. The findings provide valuable insights for the banking sector and offer the case bank an opportunity to practically bridge its sustainability strategy goals with practice. The results indicate that account managers have a vital role in initiating sustainability discussions, but they face challenges such as limited sustainability knowledge, lack of interest among clients, and restricted incentives and resources. The empowerment of micro and small enterprises toward sustainable operations requires practical training, financial incentives, and more detailed role definitions. This study highlights practical challenges and makes recommendations to better integrate sustainable development strategies into day-to-day banking operations to contribute to the achievement of the Sustainable Development Goals (SDGs).Description
Thesis advisor
Pälli, PekkaKeywords
sustainable banking, stakeholder dialogue, employee sustainable behavior, micro and small enterprises