Citibank: Launching the Credit Card in Asia Pacific (A)

V. Kasturi  Rangan

Case | HBS Case Collection | September 1994 (Revised October 2002)

Citibank: Launching the Credit Card in Asia Pacific (A)

Abstract

Consumer Bank pondered the possibilities of launching a credit card in the Asia Pacific region. The bank's New York headquarters, and several of its country managers in the region, were not enthusiastic. But others were supportive because of the opportunity to expand the bank's customer base from the limited branch expansion allowed by local law. Students make a decision, and if a "go" decision is made, they work out a comprehensive launch plan.

Keywords: Product Launch; Service Operations; Value Creation; Customer Focus and Relationships; Trade; Business Strategy; Expansion; Laws and Statutes; Banking Industry; Asia; New York (city, NY);

Language: English

Format: Print

25 pages

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Citation:

Rangan, V. Kasturi. "Citibank: Launching the Credit Card in Asia Pacific (A)." Harvard Business School Case 595-026, September 1994. (Revised October 2002.)

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Citibank: Launching the Credit Card in Asia Pacific (A)

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