Case | HBS Case Collection | May 2010

Alpen Bank: Launching the Credit Card in Romania

by V. Kasturi Rangan and Sunru Yong


In 2006, the country manager for Alpen Bank in Romania, Gregory Carle, considers whether to recommend the launch of a credit card business. The firm rejected the idea several years earlier because of poor economic conditions in Romania. However, Romania is experiencing a period of economic growth after joining the European Union and Carle believes it is time to reconsider the opportunity despite continued skepticism within the company. Carle faces several important decisions before he can present his plan to the head of International Consumer Businesses. He must decide whether to launch a credit card business in Romania, how to position the credit card, and how to acquire new customers most effectively. This case is appropriate for use in the product policy module of a general marketing course, in a new product course, or in a services management course. Students are required to complete a quantitative assignment as part of case analysis.

Keywords: Consumer credit; international business; international marketing; marketing strategy; Product positioning; Product introduction; service management; Credit Cards; Globalized Firms and Management; Product Positioning; Marketing Strategy; Service Delivery; Personal Finance; Product Launch; Banking Industry; European Union; Romania;


Rangan, V. Kasturi, and Sunru Yong. "Alpen Bank: Launching the Credit Card in Romania." Harvard Business School Brief Case 104-559, May 2010.