Clarke American Case

Headquartered in San Antonia Tx, established in 1874 a producer of personalized check and check products for individuals and business customers. Primarily partnering with financial institutions and direct fulfillment customers; banks, credit unions and checking account holders.

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Vision Statement

Clarke American’s Vision statement- “to become a world-class Customer management solutions company providing innovative, quality-driven solutions that delight our partners and customers”.

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Effective elements : Global focused, energized to be customer and partner driven

Short comings: generic, lacks descriptive definition

Mission statement

“We will be recognized as a First in Service company by our customers, partners, suppliers and shareholders as a result of our commitment to superior services and quality performance. We will achieve long-term profitable growth by providing value-added short run printing and related high-quality products and services to the Financial Institution market and other selected channels.

Clarke American has a realistic vision statement which coincides with the mission statement, outlining short- and long-term objectives that are achievable.


First in Service FIS- is the outline for excellence and sets the expectations and incorporates the companies core values. First in Service was an adopted approached in 1986 under its previous leadership.  First in Service is the behavior that is customer focused and driven; drive for quality, climate of change, consistent messages, passion, inspiration and commitment for partners and customers. (Strategic) Clarke American strives to be innovative in technology; improving processes, automating processes and transforming deliverables. They did this for both strategic and financial objectives, digital printing improves cost reduction and eliminates hazardous materials and waste while improving turn around time. Drive superior financial performance to increase shareholder value (financial) Grow revenue and business through partnership development and connections with service providers.

Core Values

Clarke American’s core values are instrumental in fulfilling the vision and mission statements. Putting the customer first, maintaining integrity and mutual respect of partners and customers, while knowledge sharing, constantly measuring internal and external processes and production, creating quality workplace, teamwork and recognition with impeccable responsiveness. The core values are critical to the company’s stability and success internally and externally, the values are more than realistic to obtain by creating an educated empowered motivated company culture and measuring to ensure the company is innovative and evolving to the customer and industry needs.


Clarke American values its employees; educates them with extensive training programs and encourages their feedback for continuous improvement. The do so by the S.T.A.R. system which allows employees to provide suggestions and construct personal development plans.

Measurement methods are consistent and apparent in every level of the company; measurement tools are not just at the customer level, or supplier but also with employees and leadership. Dual focus on changing the business and running the business (Baldridge 2001)

Clarke American considers passionate leadership as a strength; they integrate this passion into the day to day operations through employees. Individual training and organization learning allow the employees to be empowered and aware of the state and path the company operates. The company culture is strong, supportive and feels family based. Offering career opportunity programs (COP), maintains an open-door policy and is extensive with communication to keep the employees informed and engaged.

Competitive Advantage

Clarke American has been a leader for over 127 years as an innovative, adaptive financial personalized check production. Putting the customer first internally and externally, creating the model of First in Service FIS and instituting this model from the inside out. Competitive advantage is providing superior value to the buyer while reducing the firms cost. Clarke American has been successful by reducing traditional printing cost and transitioning to digital printing which also benefits the environment. Constantly evolving with technology and holding fast to the trusted integrity to provide the best quality product, satisfaction guaranteed.


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Daniel Fortune

Daniel Fortune is a successful business professional, entrepreneur, father, and lover of travel.

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