[박종면칼럼] 신한DNA 회복 프로젝트, 진옥동의 ‘서사 경영’

Shinhan Bank's CEO Jin Ok-dong advocates 'narrative management'—a strategic pivot from metrics-driven leadership to organizational identity and corporate values. This approach diagnoses a fundamental crisis: as Shinhan loses its distinctive DNA and operational spirit, especially in non-banking sectors like credit cards, competitive decline follows inevitably. Yet compelling narratives require equally compelling execution; capital markets remain skeptical until superior financial performance validates the strategic vision.