DOMESTIC SERVICE RISING STAR: CASE OF YES BANK

Abstract

The case chronicles the rise and fall of Yes Bank in India. The bank undertook many risks on its path to become the fifth largest bank for approximately 2.3 per cent of total bank loans and 1.6 per cent of bank deposits domestically in India within a decade. However, a series of miscalculated steps by the CEO Rana Kapoor led to falling corporate governance standards. The case also highlights the customer engagement steps undertaken by the new management to stem the decline . This case would help the reader identify the required capabilities to build a context relevant bank as well as devise strategic response in a face of eroding customer`s trust.