Gatt, C. (Carla)
- Author
Abstract
In 2013, Rabobank suffered a major fallout following the LIBOR scandal. The Communications and Corporate Affairs (CCA) at Rabo needed an overhaul. Communications expert, Leendert Bikker, was brought in to rectify the situation in 2016. He went on to reorganize the whole Corporate Communications Organisation and to launch the cooperative bank’s mission ‘Growing a Better World Together’. However, challenges, such as: helping farmers become more sustainable; and low interest rates leading to an outdated business model, remained. How could these challenges facing the CCA and Rabobank be mitigated?
Objective
1. Identify the strategy used by Rabobank to relate internal and external communication of the new mission launch; 2. Evaluate the leadership communication in light of the reorganization of the Rabobank communications function; 3. Analyze the development of the corporate brand and identity of the organization; 4. Assess the corporate strategy and transparency following the Rabobank mission launch.
Type
Case Study