Ref: IMD-7-2070

Case study

Reference: IMD-7-2070

Order this case study


Rabobank: Building digital agility at scale

By Professor Michael R. WadeMichael R. Wade and Lisa Duke

The case illustrates how a financial institution with a conservative culture embraced digital transformation in a highly competitive environment. It focuses on the challenges inherent in moving from a start-up phase to a scale-up phase.

The key protagonist, Nieke Martens, was charged with leading the Digital Hub, a pilot project located inside Rabobank’s HQ in Utrecht. The Hub began by initiating three squads to examine customer journeys using an agile methodology. The three journeys were very successful, creating a positive impact for customers. Building on this success, they decided to scale-up to 10, then 20, then 30 teams within a five month timeframe. The case explores the different tensions that this expansion created across the bank.

The case closes with Martens and her executive sponsor having to present their recommendations to the Managing Board for the best way to meet Rabobank’s digital transformation goals at scale.

Learning Objective

The audience will:

  • Learn how a conservative incumbent bank took steps to embrace digital transformation.
  • Explore the different challenges related to the shift from start-up to scale-up phases.
  • Identify the key challenges and tensions facing the team in the Digital Hub and the employees in the squads, as well as managing the relationship with the rest of the bank.
  • Consider how to both structure an organization’s digital transformation and the issues they might face through its implementation.
KeywordsAgility, Digital Transformation, Finance, Strategy, Strategy Implementation
SettingsEurope, Netherlands
Finance and Insurance
TypeField Research
Copyright©2019
LanguageEnglish
Order this case study

Reference: IMD-7-2070

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Fax +44 (0)1234 751125
Email info@thecasecentre.org

The Case Centre Babson College

Babson Park Wellesley MA 02457, USA
Tel +1 781 239 5884
Fax +1 781 239 5885
Email info.usa@thecasecentre.org

Harvard Business School Publishing

60 Harvard Way Boston, MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email custserv@hbsp.harvard.edu

Case Center Japan

2nd Floor, Toranomon Jitsugyokaikan,
1-1-20 Toranomon, Minato-ku,
Tokyo 105-0001 Japan
Tel +81 3 3503 6621
Fax +81 3 3501 0550
Email info@casecenter.jp

Copyright information

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information, please contact IMD's Information Center Copyrights Services.

Contact our Knowledge Center for additional information on IMD publications

Case study

Reference: IMD-7-2070

Order this case study

Looking for something specific?

Keep reading

Back to top