For teaching purposes, this is the case-only version of the HBR case study. The commentary-only version is reprint R0906Z. The complete case study and commentary is reprint R0906B. ReliantShare Bank is about to receive $5 billion in U.S. federal assistance. After all the negative publicity, CEO Ben Marshall knows he needs to deliver a positive message to customers and the market. His chief customer officer, Ammon Rodriguez, proposes an ad campaign thanking the taxpayers for their "investment." CFO Vernon Scott argues instead for focusing investors' and opinion makers' attention on the bank's recapitalized balance sheet and future growth prospects. What message should ReliantShare send to restore the public's confidence? Three experts comment on this fictional case study R0906B and R0906Z. An effective thank-you campaign, says University of Miami professor Michael McCullough, would need to include a clear statement of the bank's intention to translate the $5 billion into increased capacity to serve the public. But, he adds, if Ben isn't willing to eat a little crow, then Vernon is right - they'd be better off keeping their gratitude to themselves and quietly rebuilding their business. Brunswick Group chair Alan Parker asserts that ReliantShare must show contrition and acknowledge its role in creating the mess it's in - though that won't be enough. The bank will probably also need new leadership. Parker suggests that Ben get ahead of events and orchestrate a clean, orderly departure by publicly expressing his regret for shareholders' losses, ensuring that ReliantShare executives aren't walking off with extravagant bonuses, and tendering his resignation. C. William Pollard, former chair and CEO of ServiceMaster, says that Ben would make things worse if he resigned, because a new leadership team would take too much time to get up to speed. But Pollard does think that some heavy-duty PR is in order - not a campaign simply expressing gratitude, but one that emphasizes stewardship, transparency, and a restoration of trust.

【書誌情報】

ページ数：5ページ

サイズ：A4

商品番号：HBSP-R0906X

発行日：2009/6/1

登録日：2011/7/29