A holistic perspective on sustainable banking operating system drivers : A case study of Maybank group

Purpose This paper aims to provide a more holistic perspective on rationales that motivated Maybank to move toward a sustainable banking operating system. Design/methodology/approach The case study was based on primary data collected through a series of qualitative interview with 35 bankers who were from different departments. Besides, the secondary data such as academic books and journals, government and regulatory authority’s publications, website publications, Maybank’s annual reports and Maybank’s sustainability reports were reviewed to obtain a more comprehensive understanding on rationales that motivated Maybank to move toward a sustainable banking operating system. Findings Within the corporation studied, the rationales for moving Maybank toward sustainable banking operating system are driven by macro-, meso- and micro-level drivers. In terms of macro-level drivers, the pressures come from the bank’s external environment. A PESTLE analysis is used to discuss the drivers for change present within the macro environment. The different national government bodies and non-government organizations are calling upon financial institutions to implement more socially and environmentally friendly lending policies. In terms of meso-level drivers, stakeholders are viewed as important driving forces for Maybank to integrate sustainability into banking operations. Internal driving forces are likely to emanate from employees, the board of directors and shareholders. External driving forces result from pressure from customers, governments, competitors, NGOs and society at large. Micro-level drivers are drivers of sustainable banking that include pressures generated from within the bank’s internal environment. Maybank is largely motivated by its mission statement and vision statement, which is articulated in their sustainable banking agenda. Research limitations/implications Viewing the rationales that motivated Maybank to move toward a sustainable banking operating system through multiple perspectives – macro-, meso- and micro-level drivers present an interesting approach for research. Originality/value The rationales for moving Maybank toward a sustainable banking operating system are driven by macro-, meso- and micro-level drivers. This paper provides fresh insight into rationales that move toward the sustainable banking operating system.