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Objectives

“We just had to get rid of what was dragging

us down.”

Moynihan, CEO

There are two primary objectives for this case study on the
Bank of America.

1: The first objective is to build and develop an appreciation

of the impact the external environment has, not only on the

development of strategy but also on its adaptation and

response especially when the dynamics of the environment

change and implementation – the key cause of company

failure, falters. Building on this is the appreciation of the

internal environment and how it combines with the external

environment to support the creation of a sustainable

strategy.

2: The second objective is to develop an appreciation of the

culture, ethics and trust which impacted growth and survival

as BofA handled strategic disruption and how that impacted

on its culture and ethical proposition.