부산대학교 도서관

This paper analyses marketing historic change of German Savings Banks and their umbrella association, the DSGV, in the second half of the 1960's. It reconstructs the transformation from «a moral institution» to a «modern», universal financial service provider and identifies the variables of this process which are discussed on a formal-institutional and informal/internal level out of the perspective of New Institutional Economics. The core statement is that this change was predominantly a product of an alternation of generations on the managerial level of the DSGV, so that marketing management concepts could be introduced by a new generation of managers – with a new spirit – that was willing to reconsider the corporate cultural and philosophical basis of the German Savings Banks Organisation.