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Communicating "la Caixa" Welfare Projects: Changing to preserve what is essential: the soul does not change

Calleja, Luis Manuel ; Bel Mallén, Ignacio

Reference: SM-1581-E
Number of pages: 20
Geographic Setting: España
Publication Date: Sep 3, 2012
Source: IESE (España)
Type of Document: Case

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Description

This case study examines the role of communication in a century-old institution like the "la Caixa" Group in the 21st century. It considers the 2011 - 2014 Strategic Plan that is summarized under the slogan "Making the difference" and is based on the core values of leadership, trust and social commitment. This plan has changed the direction of the institution, placing more importance than ever on the strategic value of communication.

Keywords

Communication Social responsibility Top management