Entre inovações e disrupções : como um banco público reage às mudanças tecnológicas no mercado financeiro brasileiro?

Abstract

This study aimed to comprehend how a public bank responds to changes in the financial market, mapping, in general and specifically, innovations on the banking sector. The study’s object was Sergipe’s State Bank, an institution majority controlled by that state’s government. In order to fulfill its objective, this paper carried out a single case study, assuming a qualitative nature and an exploratory and descriptive character, and was carried out through document analysis of the Brazilian Federation of Banks and of this public bank, in addition to interviews carried out with three managers from technology-related areas at thissame institution. The main results obtained indicated a popularization of innovative technologies applied on the pursuit of operational efficiency and improvement of customer service in the sector. In addition, the impact of fintechs and digital banks on several performance strategies of traditional banks was also found in a general mapping. It also pointed out, in this same context, to the evolution of the use of data according to changes in customer behavior. In a more specific mapping, It was understood that the analyzed bank also maintains the search for operational efficiency, but is not level with its sector in terms of service improvement. This particular bank was impacted by its younger competitors, which culminated in the creation of its digital bank. However, some factors were indicated as impediments to strategies similar to those of these competitors, the main ones being its reason for existing, its target audience and the relationship with physical structures. The study also identified some pilars to this banks future perspective regarding innovation – the strengthening of a culture of innovation and the digitization will lead the strategies, which will also bring data-driven personalization of the customer’s journey. There is also the ambition of market expansion and portfolio diversification, sparking innovations such as embbeded finance. From this, it was concluded that a public bank is capable of reacting positively to the financial market considerind its limitations, reason for existing and demandas of its customers, and that innovation plays a crucial role in the responses to this market, as it enables an adaptation to these factors mentioned in a timely manner.