This project’s objective was to create a Corporate Responsibility (CR) strategy for Inter National Bank
(INB), a regional community bank in southern Texas, US. A modified CR strategy framework from the
International Institute for Sustainable Development was adopted to guide the creation of a customized
CR strategy for INB, resulting in a four stage approach. This staged analysis consisted of preliminary
industry and CSR background research, on-site interviews, and capability testing, all of which informed
the final stage: strategy creation. The analysis revealed three recommendations for INB. First, INB
should develop initiatives centered on focus areas that are both proven and implementable. Second,
INB should invest in an organizational structure to maintain the implementation of these focus area
initiatives. Finally, INB management should revisit the four stage strategic process periodically to ensure
that its CR strategy remains a relevant part of the organization’s business operations.
In our survey to gauge INB employees’ understanding of CR, 78% of respondents provided a description
that included community commitment, illustrating that a community focus should play a central theme
in any of INB’s future CR plans. However, CR is often seen as a volunteer activity and gets pushed aside
in favor of other business needs. As such, to execute our CR strategy recommendations, INB should
internalize two overarching themes into its culture. First, CR generates less visible, but very tangible long
term value for the bank. And second, CR goals need to be effectively and clearly communicated because
a positive appreciation for CR can lead to increased customer and employee satisfaction. These two
themes are critical for INB to build a strong foundation for a sustainable CR strategy.