In the 1980s, corporate banking was often regarded as the crown jewel of banks. However, around the turn of the millennium, this once-prized sector fell into disrepute due to declining interest margins and rising risk costs, with some even labeling it as a value destroyer. Since 2006, following a cleanup of loan portfolios through heavily inward-focused activities, a renaissance in sales has been observed, with an increased focus on the corporate banking market. Risk appetite and terms are crucial parameters in the lending business with corporate clients. What significance do these defining characteristics hold for customers following the last economic crisis, and to what extent do they influence the choice of credit institutions? From the perspective of bank managers, how do they affect the acquisition of new clients in the corporate sector in Lower Austria? This paper seeks to find answers to these questions and extensively discusses the strategic importance of corporate banking in retail banks in Lower Austria in its theoretical section.