Shaping sustainable innovation based on cultural values

This chapter presents the case of the Global Alliance for Banking on Values. The in-depth case study of the Global Alliance for Banking on Values (GABV) is based on five years of research collaboration between the members of the GABV and a research team from Esade Business School. The GABV has achieved a strong capital position and steady financial returns through their focus on the real economy, with the values-based banking model providing a viable and much-needed alternative and adding strength to a diverse financial ecosystem. Based on this business idea the GABV can be seen as an innovative financial movement with a strong culture rooted in basic values and guiding principles. The example of the GABV may support other organizations in aligning sustainable innovation with cultural values, leadership practices, and change strategies. The methodology of 'Managing by Sustainable Innovational Values' may support organizations in aligning sustainable innovation with cultural values and strategic initiatives through dialogue with internal, external stakeholders.