Internationalization as a competitive advantage in the Private Bank segment: case study of a Brazilian bank

Abstract

The current economic scenario has encouraged high-net-worth clients to diversify their investments into other currencies and jurisdictions. In this sense, studying how Brazilian and foreign banks operate abroad and improving the current model of banks serving Private segment customers is essential. In this work, managers from a given company were selected, who currently carry out or have directly carried out management activities related to the Private Bank and the internationalization of the institution, with the aim of understanding how the managers of the institution studied see this movement and what the institution's strategy. The qualitative research methodology was used, through semi-structured interviews, through which the statements of these professionals were collected. As a result, these testimonies were compiled and resulted in a series of factors that present the main current strategies adopted and the challenges that the company faces in its internationalization process. Furthermore, it is noticeable that when serving customers, due to the recent change in basic interest rates, internationalization provides a competitive advantage for the company internally.