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A Challenger's Strategy: Pinar Abay at ING Bank Turkey
Healy, Paul M.; Mukunda, Gautam; Cekin, EselCase HBS-116023-EAccounting and ControlIn 2013, Pinar Abay was appointed as the CEO of ING Bank Turkey. At 34, she was the youngest bank CEO in Turkey's history. Her appointment raised eyebrows because of her youth and because her career at McKinsey had given her no day-to-day bank management experience. ING, however, wanted a younger leader who could relate to Turkey's young and digitally savvy population. Upon her appointment, Abay determined that major changes were required in oper...Starting at €8.20