Abstract
During recent years, due to the necessary fluctuations that have impacted the financial capitalism, value creation has emerged and found a good basis especially for the company’s shareholders as well as customers, suppliers, bankers, unions and of course the government. So, the birth of the notion of stakeholders is a strict notion, this theory applies to the entire economy.
 
 Moreover, the strategic choices are an important part of the banks; hence the importance of the choice of strategy becomes paramount to deal with developments in a rapidly changing environment. An effective bank marketing strategy keeps customers educated. This paper shows recommendations as to the measures to be adopted in order to improve the marketing effectiveness of the banks.
 
 The aim of this article is to show the importance of the preference function in banking strategic choices in Tunisia.
Highlights
The company consists of a set or group of people that make up the human resources of the latter in order to create value that has always been at the heart of the capitalist system
The strategic choices are an important part of the banks; the importance of the choice of strategy becomes paramount to deal with developments in a rapidly changing environment
This is to facilitate the interpretation of the factorial structure of the building, providing a set of useful indicators to determine whether an item is to keep or reject. This part will be devoted to the validation and the analysis of the results. The outcome of these results will highlight the interest of SH in the strategic choice of banking
Summary
The company consists of a set or group of people that make up the human resources of the latter in order to create value that has always been at the heart of the capitalist system. Thanks to the massive changes that have impacted the financial capitalism, value creation has emerged and found a good foundation especially for the company’s shareholders as well as customers, suppliers, bankers, unions and the government. The birth of the concept of stakeholders is a strict notion; this theory applies to the entire economy. At the end of the 90s, stakeholder theory appeared in particular in the managerial literature. This theory presides over the debates with the role played by the company in our society. It brings about significant progress that coincides with the emergence of other concepts that can be applied in discussions and debates about business
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