Abstract

RODRIGUES PINTO, Alexandre; ALVES DOS SANTOS, Tainá  and  DAI PRA MARTENS, Cristina. Impacts of the COVID-19 pandemic on digital entrepreneurship in banking institutions of Brazil: An analysis in the light of isomorphic forces. estud.gerenc. [online]. 2021, vol.37, n.158, pp.113-125.  Epub Mar 19, 2021. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2021.158.4446.

This study aimed to assess the changes in traditional banking institutions of Brazil towards digital entrepreneurship, due to the COVID-19 pandemic. The research was qualitative and exploratory, carried out at the institutions Itaú Unibanco, Bradesco, and Banco do Brasil. Data were collected through semi-structured interviews and evaluated from the perspective of digital entrepreneurship and institutional isomorphism. The results show changes in the business operations and the relationship with customers, with emphasis on the migration of almost all products and services from physical to digital format, and advancement of digital segments and offices in the institutions. Regarding isomorphism, the existence of coercive, mimetic, and normative movements was identified.

Keywords : digital entrepreneurship; institutional theory; banking sector; isomorphism; COVID-19.

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