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(Revised from original version)
Citibank: Global Customer Management
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;
Cross-Cultural and Cross-Border Issues;
Multinational Firms and Management;
Yoshino, Michael Y., and Thomas W. Malnight. "Citibank: Global Customer Management." Harvard Business School Case 395-142, October 1995. (Revised from original January 1995 version.)