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STATE-OWNED, ACQUISITION OR GREENFIELD BANKS IN THE NEW EU MEMBER STATES. A POST-CRISIS ANALYSIS
Authors: Radu Alin Moruţan, Daniel Bădulescu

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The political and economic changes taking place at the end of the 20th century
have provided Western European banks the opportunity to enter into Central and Eastern
European (CEE) markets. Their entry was made either by greenfield investment or by
acquisition of existing domestic banks. The motivations for the entry decision were various,
e.g. managerial decisions, tightening profit margins in home markets, challengers imitation,
profit-maximizations, looking for new customers in new markets, or keeping and extending
relations with existing customers on the new markets where they are implanted. The
expansion was amplified by the deregulation, the global capital expansion and the
emergence of a single currency, throughout a period of prosperity and economic growth
lasting for almost two decades (1990-2008). Until the crisis, changes in the CEE banking
markets mainly concerned the increasing share of foreign capital (in market share, assets,
number of branches and employees) along with the diminishing importance of state-owned
banks. After 2008, the process displays new features: the restructuring of banks, mergers or
strategic acquisitions, reducing operations in certain countries or even exits, adjusting the
number of units and employees, improving efficiency and profitability indicators etc.
Domestic banks, both private and state-owned, have bridged the gap (at least in terms of
efficiency) separating them from the leaders, i.e. mostly the subsidiaries of large
international banks. Apparently, greenfield banks are losing the importance they had in the
preceding period (1990-2008). This paper aims at investigating the relation between foreign
banks’ mode of entry into the emerging markets of CEE (i.e. acquisition vs greenfield) and
the strategies’ results on those markets, before and after the crisis. Although foreign banks
have implemented common strategies at group level, often dependent on the entry mode,
these strategies were influenced by the specific features of the host markets and, quite
frequently, by transformations occurred within home markets. We found that the entry is
relevant for the development of the banks, but less than in the previous period, i.e. when
banks entered the emerging markets of CEE.