Research Details

Abstract

This case describes the ways in which Washington Mutual preserved and reinforced its brand through two phases of expansion, the first based on acquisition and the second based on organic growth. The Washington Mutual brand is shown to be grounded in a well-designed customer experience. This experience was the result of careful attention by Washington Mutual to hiring policies for its staff, incentives that encouraged entrepreneurship, empowerment of both "store" managers and "sales associates," and a strong culture that valued the community, innovation, fairness in treatment of customers, care for its employees, and high-speed implementation.

Type

Case

Author(s)

Robert Dewar, Hayagreeva Rao

Date Published

01/01/2006

Citations

Dewar, Robert, and Hayagreeva Rao. Washington Mutual (A): A Very Old Bank Can Grow - A Lot!. Case 5-304-506 (KEL244).

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