Bank Of Scotland - A Case Study
Business Communication – Bank of Scotland The case study revolves around the expansion strategy of the Bank of Scotland. It contrasts between the mission statements between now and 2003. It rationalizes the shift due to the bank's association with TV evangelist, Rob Paterson who is depicted to have extreme views. The bank's association with him is targeted by pressure groups, which is further highlighted by the media. The bank's counter attacks towards the media further exaggerated the situation till the time the bank decided to cease it’s association with Rob Paterson, following his comments about Scotland. Aseem Chopra (PGP18103)
Aseem Chopra