Danske Bank - New Standards

Anne Katrine Holst Jensen

Student thesis: Termpaper


This project studies Danske Bank’s strategy New Standards in relation to legitimacy and image. New Standards was implemented as a strategy to turn the corporation’s legitimacy around, since it has been under pressure since the financial crises start. New Standards have been exposed to heavy critic in the media, which is the starting point for this study. The project studies this field of research with critical realism, and studies New Standards in relation to theorists Mary Jo Hatch, Majken Schultz and Lars Sandstrøm which is held together with the empirical fundament; Danske Bank New Standards and Danske Bank annual report 2012. This project concludes that Danske Bank has not succeeded in turning the corporation’s legitimacy around, but their credibility is rising with the shareholders and business customers, which is the segment that contributes to Danske Bank in achieving their financial goals. Danske Bank’s vision is to be the most trusted financial partner, and their mission to become that is founded in Danske Bank’s strategy and their financial goals. In this sense this project discusses if Danske Bank has been prioritizing their stakeholders, in relation to achieving their goals.

EducationsBusiness Studies, (Bachelor/Graduate Programme) Undergraduate or graduate
Publication date21 Jun 2013
SupervisorsMargit Neisig


  • Legitimitet
  • Danske Bank
  • Corporate Branding