THE VALUE OF REVERSE KNOWLEDGE TRANSFER: CASE OF AUSTRIAN BANK IN SLOVAKIA

This research focuses on reverse knowledge transfer from Central Europe to Western Europe by analyzing the contribution of a specific Slovak subsidiary to MNC knowledge. It explores the first digital bank created in Slovakia, its origin, expectations, results, and expertise transmitted from the daug...

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Published inJournal of Eastern European and Central Asian research Vol. 10; no. 5; pp. 764 - 772
Main Authors Ferencikova, Sonia, Krajcik, Daniel, Zabojnik, Stanislav
Format Journal Article
LanguageEnglish
Published Minneapolis The Institute of Eastern Europe and Central Asia 01.01.2023
Subjects
Online AccessGet full text
ISSN2328-8272
2328-8280
DOI10.15549/jeecar.v10i5.1253

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Abstract This research focuses on reverse knowledge transfer from Central Europe to Western Europe by analyzing the contribution of a specific Slovak subsidiary to MNC knowledge. It explores the first digital bank created in Slovakia, its origin, expectations, results, and expertise transmitted from the daughter company to the Austrian headquarters. The paper analyses the situation of Raiffeisen Bank International, headquartered in Vienna, and its digital daughter company ZUNO founded in Slovakia in 2010. It identifies the learnings transferred to the parent in digital banking, marketing, operational, HR, and strategic management. The authors also study subsidiary integration within MNC, alignment of its structure and processes with the parent and conclude that the new knowledge generation was especially valuable in digital banking, at work with new client segments, in implementing new forms of marketing, working with new technologies, creating new structures, and transferring them to the other foreign markets.
AbstractList This research focuses on reverse knowledge transfer from Central Europe to Western Europe by analyzing the contribution of a specific Slovak subsidiary to MNC knowledge. It explores the first digital bank created in Slovakia, its origin, expectations, results, and expertise transmitted from the daughter company to the Austrian headquarters. The paper analyses the situation of Raiffeisen Bank International, headquartered in Vienna, and its digital daughter company ZUNO founded in Slovakia in 2010. It identifies the learnings transferred to the parent in digital banking, marketing, operational, HR, and strategic management. The authors also study subsidiary integration within MNC, alignment of its structure and processes with the parent and conclude that the new knowledge generation was especially valuable in digital banking, at work with new client segments, in implementing new forms of marketing, working with new technologies, creating new structures, and transferring them to the other foreign markets.
Author Zabojnik, Stanislav
Krajcik, Daniel
Ferencikova, Sonia
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SubjectTerms Banking industry
Case studies
Economics
Expatriates
Foreign subsidiaries
Head offices
Industrialized nations
Information sharing
Knowledge management
Marketing
Strategic management
Transition economies
Title THE VALUE OF REVERSE KNOWLEDGE TRANSFER: CASE OF AUSTRIAN BANK IN SLOVAKIA
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