Sustainable Development And Innovation In Financial Services

Abstract

In the current global context of an economy dominated by services and the rise of environmental and social concerns, the challenge is to integrate the notion of sustainable development with the approach of banking innovation as a marketing strategy allowing banks to be competitive. This paper aims at the link between marketing innovation and sustainable development, often conceived and organized independently, and proposes to analyze the place of sustainable development in the marketing strategy of banks. An exploratory approach to the field of interaction between sustainable development and marketing innovation in banking activity.