European banking industry has been faced with unprecedented difficulties because of the global financial crisis and the European debt crisis. It represents a critical moment when European banks should establish strategies that take into account new business circumstances such as tightening of financial regulations, digitalization of financial services, and demands for transparency in management from consumers and investors. This research focuses on strategies of the European banking industry in response to these changes.
There are three representative strategies of the major European banks as follows: ① Strategy for Business Expansion under Mid and Long-term Business Plans (S1), ② Strategy for profit improvement along with realigning on-going business projects (S2) ③ Strategy focusing on banks’ core business in the context of management recovery (S3). For instance, the Deutsche Bank established the “Strategy 2015+” and underwent re-organization by improving organizational culture through recruiting talented personnel (S1). Also, BNP Paribas has attempted to strengthen networking between branches and asset management services (S1). Meanwhile, HSBC has focused on improving profits through business cooperation between regional corporate bodies which were operated independently instead of entering new markets (S2). RBS and Commerzbank, which received government bailout, were still focused on stabilizing management (S3). In particular, Commerzbank has tried to enhance the ability of loan qualification evaluation to small and medium sized firms to guarantee higher objectivity.
In response to increasingly tightening financial regulations, most European banks have made enormous investments towards compliance, and prepared for potential business risks such as class action suit and fine. For instance, BNP Paribas has increased the number of personnel in compliance and developed relevant education programs. In addition, RBS stopped some loan sales and simplified schemes of certain financial products to minimize legal risks. To satisfy demand for business transparency from financial consumers and investors, the European banks have carried out a reshuffle, to create a more customer-centered organization  as well as to focus business capacity on target customers and regions (Deutsche Bank). Also, banks have strengthened customized asset management services (HSBC, BNP Paribas). Digitalization has been applied in the context of improving business efficiency (BNP Paribas, RBS) and creating new profits by building an on-line banking system (Commerzbank).
Strategies of the European banking industry in response to changing business circumstances provide meaningful implications for the Korean financial industry. It, however, should be more careful in the course of implementing specific policies, in consideration of the competitiveness of the Korean financial industry. In other words, unconditional deregulation may have deleterious effects on sustainable development of the Korean financial industry based on interviews with experts in European banking about the recent tightening of financial regulations. Most of them agreed that tightening of financial regulation is positive and a step in the right direction since this has made the European banks focus more on compliance. That is, Korean policy makers should reform financial regulations selectively and deliberately, while giving full consideration to asset soundness and financial consumer protection.