In this case Sarah Adams, an RBC Vice President and her team, deal with an important issue facing the bank.They were Canada's top bank for small business with the largest market share well ahead of our competitors. However the types of clients that the bank was attracting were not start-ups. Feedback from client focus groups led them to discover that they were perceived as the bank for big business and they were opening fewer accounts. They were not necessarily confident that they were going to continue to see the same success that they had in the past. Visit casenet.ca for more free, open access decision focused video teaching cases from Acadia University. Visit casenet.ca for more free, open access decision focused video teaching cases from Acadia University.
RBC Royal Bank of Canada
Financial and insurance activities
More than 10,000
Greater than $25 million
Type of Entity
Level of Difficulty
Learn about financial services industry
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