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Objectives

“‘people of the same trade seldom meet together, even for

merriment and diversion, but the conversation ends in a

conspiracy against the public, or in some contrivance to

raise prices’”

Adam Smith, 1776 (1)

Collusive behaviour may not be a unique phenomenon of

the modern banking system but Barclays certainly engaged

in such, through Libor and Euribor fraud, in an attempt to

engender greater profit but ended up eroding public trust in

the marketplace.

There are two primary objectives for this case study on

Barclays Bank.

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 an appreciation of the
internal environment and how it combines with the external

environment to support the creation of a sustainable

strategy.