Lee & Carter: Global Marketing Management 2e 
Internet exercises
Instructor's manual Lee & Carter: Global Marketing Management 2e
Chapter 08
The Co-operative Bank is the only UK bank that explicitly supports ethical banking and investments. Log on to its website at www.co-operativebank.co.uk, and click on ‘Good with Money’, then ‘Our Ethical Policy’. This will give you sub-sections of how the bank seeks to define and contribute to social and ethical issues. Select 2 or 3 social and ethical issues of interest and investigate how a bank can seek to provide ethical financial services. Discuss with your colleagues in class how you think the Co-op bank approach to banking can lead to differential advantage for the bank.
How this helps you to learn
The Co-op bank is a pioneer in the defining and developing ethical banking and investments. By doing so, the bank has quite effectively ‘differentiated’ its services from its competition and developed a sustainable competitive advantage. To operationalize its vision as an ethical bank, it has defined what constitute ethical banking and investments are by focusing on a selection of contemporary social and ethical issues. These include Ethical Finance, Human Rights, Animal Welfare, Ethical Policy, Tailored Ethical Products and Services, Suppliers, Diversity (Staff), Diversity (Customers), Health Safety & Welfare and Community Investment.
Focus the discussion on how a company can ‘do well by doing good’ in each of those social issues.
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