CERO STRATEGY. COLPATRIA INNOVATED TO CHANGE FINANCIAL CUSTOMS
ESTRATEGIA CERO. COLPATRIA INNOVÓ PARA CAMBIAR LAS COSTUMBRES FINANCIERAS
The reader is close to knowing the experience of Banco Colpatria in the executive and managerial progress for the implementation of "CERO Strategy", through the narration of the most relevant aspects of innovation activities in its four areas: products, process, marketing and organization (OECD, 2006), described from the business case method.