Participation of commercial banks in ecosystems and corporate banking strategy
Abstract The digitalization of the banking sector in the world has reached such a scale that it is already appropriate to talk about the transformation of the sectoral economy into an ecosystem economy. Digital technologies are so rapidly entering our daily lives, covering such areas as everyday life, communications, education, healthcare and much more, that ignoring them will deprive any enterprise of competitiveness in the market and naturally lead to a drop in income, or even bankruptcy. Banking institutions are dramatically changing their financial appearance, the processes of bank functioning, the formation of banking products and services, and the ways of interacting with customers are changing, and this requires careful study. At the same time, such a concept as the financial reliability of commercial banks not only does not lose its importance, but also acquires a new meaning for evaluating the bank`s activities as a high-tech financial center for the formation of an ecosystem. In addition, in modern conditions, the choice of a bank`s strategy must be carried out not only depending on the long-term goals of the bank, but also taking into account the impact of IT technologies on its work, as well as the level of their development in the world. The article examines the impact of digitalization on the financial stability of a commercial bank and the formation of a general strategy for its development in the context of building a digital ecosystem. In the course of the research, a qualitative analysis of the ways of ecosystem formation and its structure was carried out. To do this, the orders of the government of the Russian Federation, legal acts, and reports of some commercial banks that are in the public domain were studied. A comparative analysis of the banks` ma rketing strategy has been carried out.
Keywords: ecosystem, banking, digitalization, corporate reliability, digital platform, technologies, banking services.
Highlights:
♦ as a result of the conducted research, conclusions are drawn about the impact of digitalization on the financial reliability of a commercial bank and the overall development strategy in the context of building a digital ecosystem;
♦ the definition of an ecosystem as a hierarchical corporate structure is given;
♦ the problem of increasing the financial reliability of the bank as a link in the ecosystem is considered;
♦ a matrix has been proposed for choosing a corporate strategy for active banking to enhance it, which can be used by both banks that are part of ecosystems and banks that remain offline at the local level.
Elena A. Vetrova - Institute of Economic Research, Donetsk, Russia