Erste Bank: Market Entry Strategy into Central European Countries

The Erste Bank Case illustrates a successful internationalization process of an Austrian retail bank into the Eastern European markets. The case looks into the Austrian retail banking market and describes the motives for Erste Bank’s internationalization move. A description of the market entry processes into several Eastern European markets is described. The case closes with a reflection on the limits of international expansion and the choice of the organizational form that should increase the parenting advantage of Erste Bank.