UBS - Rebuilding trust: how the board and management initiated change through corporate communication

This case study aims at analyzing the ongoing change process of one of the world’s largest banks by focusing on how the Swiss bank reacted to rebuild trust after a severe loss of reputation during the financial crisis. Reputation is an essential asset for a financial intermediary, especially within the core business wealth management. The variety of underlying activities, causes and reactions to the crisis, as well as potential challenges lying ahead, make this case interesting for several fields of investigation. In particular, the present case study adds value to in-depth discussions relating to the banking sector with a focus on the perspective of the board, the management or the analyst. In summery, this case is suitable for courses within the Master of Business Administration (MBA), Master of Science (Msc), elective Master of Arts (MA) and for executive courses. Knowledge of banking and general management is an advantage, but not a necessary precondition.