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Abstract

Nowadays, banking industry needs to perceive the change and difficulties that face them. Worldwide deregulation, expanding the demand level, frauds, poor ethical values, increasing non-performing assets and intensely competitive environment are the issues that bank must consider in maintaining their competitive advantage. In the present learning based and service-oriented economy, banks must procure a competitive advantage so as to endure and succeed. Intangible assets such as ethical values of an organization play a pivotal role in its prosperity. This can be particularly observed in New Generation Banks in India. Having a highest standard of professional ethical values is the most basic parameter in safeguarding enduring success of a bank. In this study researchers investigate the role of ethical values in achieving a sustainable competitive advantage in banking industry. In this article, the researchers attempt to highlight how ethical values helps the New Generation Banks in achieving competitive advantage and to evaluate the role and importance  of ethical values for the banking practices.

Article Details

How to Cite
Jose M, J., & Johnson, D. B. (2020). Role of Ethical Values in the Creation of Competitive Advantage in New Generation Banks. GIS Business, 15(4), 626-638. Retrieved from https://gisbusiness.org/index.php/gis/article/view/19828