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[pt] O objetivo desta pesquisa é identificar, na indústria bancária brasileira, a existência de grupos distintos compostos por bancos que adotam estratégias competitivas semelhantes, relacionando-os a diferentes padrões de desempenho. Para tal, selecionou-se amostra de 50 bancos que operam no mercado brasileiro para os quais foram calculadas variáveis estratégicas, de ambiente, e de desempenho para o período 2017-2019.Através da aplicação de modelo estatístico, tendo como base as variáveis estratégicas de cada banco da amostra, foi possível classificá-los em grupos distintos, gerando taxionomia que reflete o posicionamento estratégico na indústria. Os padrões identificados determinaram a formação de quatro grupos, assim denominados: os Visionários, os Estacionários, os Eficientes, e os Tradicionais. Concluiu-se que os quatro padrões distintos de comportamento estratégico identificados na indústria bancária brasileira apresentam diferentes respostas às forças do ambiente, e estão associados a diferentes padrões de desempenho. Os grupos caracterizados como Estacionários e Tradicionais apresentaram, comparativamente, os piores desempenhos, em função da morosidade de seu processo decisório, adoção de padrões tradicionais de gestão, e dificuldades de mudança na condução estratégica. Acredita-se que para esses grupos, o desafio imposto para sobrevivência na indústria repousa na adequação aos novos padrões do mercado, onde consumidor e tecnologia passaram a ocupar o epicentro do negócio. Por outro lado, os grupos caracterizados como Visionários e Eficientes foram os que apresentaram os melhores desempenhos, o que reflete a relevância do investimento e da eficiência operacional na indústria. / [en] The purpose of this research is to identify, in the Brazilian banking industry, the existence of distinct groups composed of banks that adopt similar competitive strategies, relating them to different performance standards. To this end, a sample of 50 banks operating in the Brazilian market was selected for which strategic, environmental, and performance variables were calculated for the period 2017-2019. Through the application of a statistical model, based on the strategic variables of each bank in the sample, it was possible to classify them into distinct groups, generating a taxonomy that reflects the strategic positioning in the industry. The patterns identified determined the formation of four groups, thus called: the Visionary, the Stationary, the Efficient, and the Traditional. It was concluded that the four distinct patterns of strategic behavior identified in the Brazilian banking industry present different responses to the forces of the environment and are associated with different performance patterns. The groups characterized as Stationary and Traditional presented, comparatively, the worst performances, due to the slowness of their decision-making process, adoption of traditional management standards, and difficulties in changing the strategic direction. It is believed that for these groups, the challenge imposed for survival in the industry lies in adapting to the new market standards, where consumers and technology started to occupy the epicenter of the business. On the other hand, the groups characterized as Visionary and Efficient were the ones that presented the best performances, which reflects the relevance of investment and operational efficiency in the industry.

Nel corso degli ultimi anni l'industria finanziaria ha incominciato a identificare nei Big Data una potenziale leva strategica per la relazione banca-cliente. Tuttavia, come evidenziato in vari contributi, le organizzazioni incontrano alcune difficoltà nell’implementare suddette tecnologie poiché il livello di innovazione richiesto si scontra con quelle prassi e norme ben radicate nelle macchine operative degli intermediari finanziari. Il presente lavoro, supportato da una rassegna della letteratura sull'implicazione organizzativa dei Big Data, descrive un progetto realizzato da una banca europea che, nell'ultimo anno, ha introdotto nei propri sistemi informativi i Big Data per supportare l’operatività dei gestori corporate nell'ambito della relazione banca-azienda. Utilizzando “l'ambidestrismo” come framework teorico (basato sul conflitto exploration-exploitation), questa tesi propone alcune soluzioni a livello organizzativo per risolvere le tensioni tra: i soggetti coinvolti in attività di innovazione radicale (exploration activities) e i soggetti coinvolti in attività che mirano alla standardizzazione e all'efficientamento continuo (exploitation activities) delle operation degli intermediari finanziari. Sei mesi di osservazioni dirette e quarantasei interviste condotte trasversalmente su quattro unità della banca costituiscono la base dati principale del contributo empirico di questo lavoro di tesi / In recent years the financial industry has begun to identify Big Data as a potential strategic leverage in the bank-customer relationship. According to different contributions, organizations are generally facing some difficulties in introducing these technologies because the degree of innovation required generally clashes with those standards and practices rooted in the operating machine of the financial intermediaries. This work, supported by a review of the literature on the Big Data organizational implications, describes a project developed by a European bank that, in the last year, introduced these technologies within its information systems to support managers in the bank-corporate relationship. Using the “ambidexterity” as a theoretical framework (based on the tradeoff between exploration and exploitation), this thesis proposes some organizational solutions to resolve tensions between: those subjects involved in activities regarding radical innovations (exploration activities) and those involved in activities aimed at the standardization and at the continuous efficiency (exploitative activities) of the bank’s operations. Six months of direct observations and forty six interviews conducted across four units of the bank represent the main basis of the empirical contribution of this thesis.

En las últimas décadas, se ha encontrado a la transformación digital como aliado clave que permite a las empresas utilizar herramientas innovadoras para ofrecer una experiencia más cercana, directa y eficiente a los usuarios. Asimismo, la tendencia de uso de herramientas digitales viene en aumento y es aplicada en el desarrollo de canales de contacto innovadores para generar mejoras en la atención de clientes, como, por ejemplo, el desarrollo de la banca móvil en el sector financiero. Sin embargo, en este rubro, la adopción de nuevas tecnologías por parte del consumidor tiene una curva de aprendizaje más conservadora, la cual requiere mayor esfuerzo de marketing para incentivar su uso.  Al respecto, creemos que la transformación digital trae consigo valiosos beneficios y vemos importante aportar a su desarrollo para que más empresas del sector bancario puedan aprovechar estas tendencias, pues hoy en día existe gran potencial en este ámbito.  En ese sentido, la presente tesis tiene como finalidad conocer y entender las motivaciones de los usuarios sobre la adopción de uso de la banca móvil. Para ello, buscamos validar si las variables “facilidad de uso percibida”, “utilidad percibida” e “influencia social” tienen correlación con la variable “intención de uso” de la banca móvil. Asimismo, para recabar la información necesaria para la validación de nuestra hipótesis, emplearemos una metodología exploratoria con un alcance descriptivo y correlacional, en la cual realizaremos una entrevista a profundidad a un experto en el rubro y complementaremos con encuestas virtuales a los usuarios de la banca móvil. / In recent decades, digital transformation has been found as a key ally that allows companies to use innovative tools to offer a closer, more direct and efficient experience to users. Likewise, the trend in the use of digital tools is increasing and is applied in the development of innovative contact channels to generate improvements in customer service, such as the development of mobile banking in the financial sector. However, in this area, the adoption of new technologies by the consumer has a more conservative learning curve, which requires a greater marketing effort to encourage their use. In this regard, we believe that digital transformation brings with it valuable benefits and we consider it important to contribute to its development so that more companies in the banking sector can take advantage of these trends, since today there is great potential in this area. In this sense, the present thesis aims to know and understand the motivations of users regarding the adoption of the use of mobile banking. To do this, we seek to validate whether the variables "perceived ease of use", "perceived utility" and "social influence" have a correlation with the variable "intention to use" of mobile banking. Likewise, to collect the necessary information for the validation of our hypothesis, we will use an exploratory methodology with a descriptive and correlational scope, in which we will carry out an in-depth interview with an expert in the field and complement the banking users with virtual surveys mobile. / Tesis