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Umpqua Bank: Managing the Culture and Implementing the Brand
DMI is pleased to announce that its latest case study “Umpqua Bank: Managing the Culture and Implementing the Brand” is now available for sale and distribution through Harvard Business School Publishing. This case study examines how Oregon-based Umpqua Bank is attempting to revolutionize the banking industry with a creatively non-traditional culture and a radically retail mindset (“stores”, not “branches”), supported by a highly innovative environmental design.
Due to its rapid growth, Umpqua Bank now faces critical issues: How can an organization strengthen and maintain its culture while undergoing rapid growth by merger and acquisition? What role does the design of the total environment (“experience design”) play in nurturing and maintenance an organization’s culture and its brand expression, and how much should it invest in this form of brand expression? The case presents two examples and asks how this bank should deal with the issue of cost versus value of design in each of them.
To purchase this case, please visit the Harvard Business School Publishing Web site. DMI would like to thank Ziba Design and Umpqua Bank for their assistance in making this case possible. The case was written by Karen Freeze, Phd, Senior Research Fellow for DMI.
You can also learn more about Umpqua Bank by reading Design and Economic Development at Umpqua Bank: an interview with Ray Davis, CEO of Umpqua Bank, from the DMI Review, Volume 15, No. 4, Fall 2004.
If you are interested in having your organization participate in
the DMI case study program, a complete set of guidelines for DMI
cases is available upon request from dmistaff@dmi.org. |
