(An Analysis of the Innovation Applications Contributing Sustainable and Responsible Banking with 4P Innovation Model )

Abstract

Purpose – This study aims to analyze the innovation applications of leader Turkish deposit banks which have the potential to give support them for developing in sustainable and responsible banking area. Design/methodology/approach – Study sample has been formed by four Turkish deposit banks who had taken place in Responsible Banking Principles Working Group. Information about their innovation applications has been filtered from their integrated activity. Received information has been evaluated by 4P Innovation Model. Findings – All of the investigated banks have considered sustainable and responsible banking principles and customer-focused approach while redefining their understandings of business model, renovating their technical and organizational processes. Furthermore, most of the process, position and paradigm innovations which were related to the whole bank organizations and their stakeholders have been realized incrementally. Developing and diversifying scientific and technological opportunities have been so helpful for the success of these innovation applications. Discussion – Banks are financial intermediaries helping for establishing sustainable economies and more quality living. They have the potential of routing sustainable and responsible applications in business world. On the other hand, a bank’s sustainable success and profitability depends on its contribution to long term welfare of the society. As social awareness of sustainability and social responsibility increases, the banking innovations supporting their application will have more potential to give prestige and competitive advantages to their implementers. Banks establishing their own technology centres and interiorising multidisciplinary approach would be more advantageous for successful and economical design and application of these innovations.