18
Dec

The case study of Banco Bilbao Vizcaya Argentaria (BBVA) explores how a corporate  communication department can not only communicate innovation, but also foster  innovation in corporate communication. The case shows how monitoring for
innovation, in collaboration with an open network of partners, can help the  communications department contribute to the strategy of the core business  through better, more useful metrics, an increased understanding of consumer  behavior online and offline, and by mapping out a complete picture of the  organization’s stakeholder relationships with every department and individual in order to anticipate future advantages, among other benefits.

The case study presents BBVA’s model to promote innovation in their corporate  communications department. Specifically, it discusses steps and processes to  take into consideration. It also discusses the role of communication directors  in this process. The case study was developed by Laura Illia, Professor in  Corporate Communication and Academic Director of the Master in Corporate  Communication at IE University, Silvia McCallister Castillo, Alumni 2011 of the Master in Corporate Communication at IE University and Associate Director of  the Master in Management at IE Business School, and Ignacio Villoch Bayod,  BBVA Spain.

To consult the case study  connect to  document_ie, the database that contains materials (cases, teaching notes, working papers) edited by the Instituto de Empresa Publications Department.  http://www.ie.edu/eng/programas/document_ie.asp

 

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