APPLICATION OF PESTEL ANALYSIS IN BANKS SERVING INVESTORS: STRATEGIES FOR EFFICIENCY, GOVERNANCE, AND SUSTAINABILITY
DOI:
https://doi.org/10.47820/recima21.v6i11.7006Keywords:
PESTEL Analysis; Banking governance; financial sustainability; Organizational strategy; International financial sectorAbstract
The analysis of the organizational macro-environment is an essential tool for formulatingcompetitive strategies in the financial sector. PESTEL Analysis, which encompasses political, economic, social, technological, environmental, and legal factors, allows for an understanding of the external forces that influence theefficiency and sustainability of banking institutions. Thisstudy aims to analyze the application of PESTEL Analysisin banks serving investors, identifying the interrelationsbetween macro-environmental variables and strategicdecisions that impact institutional performance. This is a qualitative and descriptive research of a documentarynature, grounded in the analysis of scientific publicationsand institutional reports produced between 2010 and 2025. The corpus was organized according to content analysistechniques, considering the axes of governance, innovation, sustainability, and financial regulation. The results indicate that the application of PESTEL Analysisenhances institutions' capacity to anticipate risks, diversifyinvestments, and strengthen data-driven governancepractices. The study also presents practical applications ofPESTEL Analysis in banks in the European Union and Latin America, highlighting how political, economic, and technological factors influence investment and governancedecisions. It concludes that PESTEL Analysis transcendsits descriptive function by configuring itself as a strategicmethodology for interpreting the organizationalenvironment, enabling financial institutions to align theireconomic, social, and environmental objectives within a context of increasing global complexity.
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