Driving innovation in financial industry: examining blockchain-based product differentiation strategies
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2024-03-13
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Fleury, Maria Tereza Leme
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Blockchain technology has garnered significant attention due to its transformative potential across various industries, particularly in the financial sector. This research delves into the development of dynamic capabilities within financial institutions, with a focus on ability to integrate, build, and reconfigure internal and external competencies in rapidly changing environments. The study discusses the various tensions inherent in this process, such as the shift from products to platforms, the role of ecosystems, and the balance between people and tools. By drawing insights from a comprehensive analysis of blockchain adoption strategies in Brazil, it seeks to understand how financial institutions adapt and excel in a rapidly changing technological environment. The present study aims to address the different strategies that Brazilian financial institutions are adopting to innovate their products through blockchain technology. Successful case studies of Brazilian financial institutions that have already adopted product differentiation strategies using blockchain will be analyzed to better understand how this technology can be applied to enhance the customer experience and improve performance in the financial sector, strengthening their dynamic capabilities. The key objective of this research is to identify critical success factors and challenges encountered by financial institutions when implementing blockchain-based projects. It sheds light on differences in strategies between established financial institutions and digital-native fintechs, offering valuable guidance for both types of entities.