BANK’S FINANCIAL STRATEGY: ESSENCE AND CONTENT OF THE CONCEPT

Author:

Vyadrova Nadezhda, Kharkov Educational and Scientific Institute, State Higher Educational Institution “University of Banking”

Language: ukrainian

Annotation:

The article examines the essence of the categories the «strategy» categories and «financial strategy» of the bank is shown. The hierarchy of strategies by level of management is analyzed and the role of financial strategy in ensuring the effective functioning and development of the bank in the conditions of increasing competition and increasing macroeconomic instability is determined. The place of financial strategy in the structure of the bank's management hierarchy is determined and its interrelation with the bank's corporate strategy, business and other functional strategies (marketing, personnel, risk management, etc.) is established. Emphasis is placed on the need for bank management to understand the differences in strategic guidelines for financial development, which determine the choice of model of formation, distribution of financial resources and reorientation of financial activities of banking institutions from short-term results: profitability, banking market share, profit to achieve long-term goals. market value by providing customers with greater value in the form of innovative products and services.

Key words:

strategy; hierarchy levels strategies; financial strategy; financial development; competitiveness

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