Dr Claudio Gomez Portaleoni studied Business Management at the University of Applied Sciences in Nuremberg, Germany, and at the Baptist University, Hong Kong. He obtained a PhD degree in Management at the University of Birmingham, UK. Currently, he holds the position of Market and Competitive Analyst at Siemens Healthcare. Dr Svetla Trifonova Marinova, Associate Professor of International Business at Aalborg University, Denmark, has an MBA degree from Warwick University, UK, and a PhD degree from Copenhagen Business School, Denmark. She has taught on both sides of the Atlantic, conducted extensive research, co-authored seven books and published more than seventy papers in scholarly journals.   Dr Rehan ul-Haq is an Academic and Consultant in Strategic Management. He has published two books and over sixty articles. In addition to consulting for the United Nations Group, previous academic positions at the University of Birmingham and Loughborough University, Dr ul-Haq held a prior lending role in corporate banking in the City of London. Dr Marin Alexandrov Marinov is Professor of International Business and Management at the University of Gloucestershire, UK, and Visiting Professor at Aalborg University, Denmark. He has had teaching positions in twelve countries worldwide, conducted extensive research, consulted multinational firms and national governments, and published eleven books and more than ninety papers.

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• 1. Literature Review 2. Conceptual Framework And Theoretical Considerations 3. Methodology 4. The European Banking Sector 5. The Bank 6. Data Analysis And Findings 7. Discussion, Contributions And Directions For Future Research