The beauty and the beast: How can a bank communicate in times of stress
Jochum Stienstra and Tibor van Bekkum
Introduction
The financial sector can in these days not do with 'better communication'. If banks want to regain trust, a transformation of the 'corporate identity' is needed: changing not only what you say, but what you do as well, how you define yourself as an organization. In this we explain how narrative research helped a Dutch bank with that process. The storytelling approach is not research only, it is in itself an instrument of change. The process helped...