Case | HBS Case Collection | January 1995 (Revised October 1995)

Citibank: Global Customer Management

by Michael Y. Yoshino and Thomas W. Malnight


Describes Citibank's worldwide operations, which include activities in developing and developed markets. The bank's structure also varies across markets and regions, varying from autonomous national affiliates to an industry/product-based structure in its domestic U.S. market. While the bank has an existing organization for handling large multinational customers with significant operations (and thus business) in multiple regions, the bank is considering how also to serve local customers who are in the process of expanding to more than one region.

Keywords: Customer Focus and Relationships; Global Range; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; SWOT Analysis; Emerging Markets; Banking Industry; United States;


Yoshino, Michael Y., and Thomas W. Malnight. "Citibank: Global Customer Management." Harvard Business School Case 395-142, January 1995. (Revised October 1995.)