Dylematy banków spółdzielczych w dobie rewolucji cyfrowej 4.0 ze szczególnym uwzględnieniem wyzwań w sferze marketingu
The dilemmas of the cooperative banks in access to the digital revolution 4.0, with specification of marketing challenges

Author(s): Grzegorz Kotliński
Subject(s): Economy, Business Economy / Management, Micro-Economics, Financial Markets, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu
Keywords: bankowość spółdzielcza;cyfryzacja;marketing;
Summary/Abstract: The aim of this study is to answer the following questions: How can the business of cooperative banks be shaped in the face of the challenges of the digital revolution 4.0? What dilemmas do member banks pose in this situation? What are the marketing challenges facing the entire cooperative and individual banking sector? How can we secure and maintain an edge on local markets in the digital revolution 4.0? Cooperative banks were forced to take measures to meet the demands of the digital revolution. Most of them benefit from the support offered to them by their member banks. However, this makes it difficult to achieve economies of scale (some activities are duplicated rather than centralised) and to maintain a unified identity across the sector and makes it difficult to achieve coherent marketing. The managers of the individual cooperative banks have to make decisions which either lead to a gradual loss of autonomy or to difficulties in establishing an identity on the local markets. This situation needs to be considered, as the Digital Revolution 4.0 offers many opportunities that can be used properly to streng then the coherentidentity of the entire industry, while at the same time enabling more efficient marketing and increasing operational efficiency.

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