Гуркин Алексей Андреевич
Traditional International Banks' Incentives for Digital Transformation on the Example of Sberbank
This paper provides an overview of traditional international banks modern digital transformation. Analysis of the core incentives which fosters digitalisation of main players in the industry is vitally crucial for the banking sector as a whole. IT giants and fintech startups are not posing a threat for traditional banks in Russian financial market yet, however, almost every actor in the bankingindustry accepts inevitability of digital transformation of products and services. This research proves that traditional banks are capable to transform their business models, investing in innovative solutions and stay ahead of competition in the future, on the example of Sberbank.