GLOBALIZATION. Patricio Benvenuto , Martin Buchanan, Nicolas Elsztain . What is globalization? Since when it exists? . Globalization is the process by which each countries economies in the world become integrated and start to be interrelated one from each other.
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Patricio Benvenuto, Martin Buchanan, Nicolas Elsztain.
Santander is a Spanishbankwhichoperatesworldwide, leading in themarket of thefollowingcountries: Brazil, Spain, UK, México, Portugal, Germany, Chile, Argentina, Poland and USA. It has over 102 millionclientsovertheworld.
Thisbanktookoversomeyearsagothe Banco Rio in argentina, and addedtheprefixSantanter and lefttheend as Rio. This case shows howthebankisglobalising, sincetheprefix Santander isused in UK, Mexico, Portugal, Chile, Germany etc. Thisishelpfulforforeignerswhogoon a trip and can findtheirbankallovertheworld, givingtheinstitution trust and awarenesstothecostumers. The “Rio” added at theend of thenameisdueto a previousknown Bank in Argentina, making a changewhichwouldn`taffectcustomers of Banco Rio in a drasticalway, preservingtheculture and name of thepreviousbank; and introducingthemtothe new brand. Santander has adapted a financialservicetoeveryshareholder of thebank, theserviceinvolvesuniversities, corporations and littlefirms. Thisservice has beendevelopesthroughoutthewholeworld, creatingtheservicesheldbythebankglobalised. Byadaptingthisservicesthroughouttheworld, Santander achievedeconomies of scalesincethecost of creatingtheservices and therevenue of it, can bespreadedevenwithallthebranches, makingthe total costdecrease .