The International Expansion of Greece¿s Largest Banks: the International Expansion of Greece¿s Largest Banks: Entry Methods and International Marketing Decision Making

Greek banks represent one of the most sophisticated and modern sectors of the Greek economy, with several of the biggest among them adopting international expansion as a way to enhance profitability. In their international process context, there has been a request for a greater understanding of the entry modes and organisational forms they employ, and the factors related and reasons associated on their decision-making. All these issues constitute the objects and focus of this work. Research results identified that Greek banks, adopt foreign direct investment entry mode and organisational forms such as branches, representative offices (internal growth), and subsidiaries and affiliates (external growth). It also was found that Greek banks combine the two types of growth in their foreign markets entry. This research identified that the balance of combination is dependent upon a number of reasons and factors. Based on the results of the analysis, this work proposes a modelling approach, the Greek Banks¿ Foreign Entry Combination Process, which outlines the different stages to be undertaken by Greek banks, towards identifying the balance of combination of the types of growth.