Case | HBS Case Collection | May 2010

Alpen Bank: Launching the Credit Card in Romania

by V. Kasturi Rangan and Sunru Yong

Abstract

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;

Language: English Format: Print 8 pages EducatorsPurchase

Citation:

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

Related Work

  1. Teaching Note | HBS Case Collection | May 2010

    Alpen Bank: Launching the Credit Card in Romania (Brief Case)

    V. Kasturi Rangan and Sunru Yong

    Teaching Note for 4559.

    Keywords: Consumer credit; international business; international marketing; marketing strategy; Product positioning; Product introduction; service management; International Finance; Product Positioning; Marketing Strategy; Service Operations; Product Launch; Credit;

    Citation:

    Rangan, V. Kasturi, and Sunru Yong. "Alpen Bank: Launching the Credit Card in Romania (Brief Case)." Harvard Business School Teaching Note 104-563, May 2010.  View Details
    CiteView DetailsPurchase Related

  2. Supplement | HBS Case Collection | May 2010

    Alpen Bank: Launching the Credit Card in Romania, Spreadsheet Supplement for Instructors (Brief Case)

    V. Kasturi Rangan and Sunru Yong

    Keywords: Consumer credit; international business; international marketing; marketing strategy; Product positioning; Product introduction; service management; Product Positioning; Credit Cards; Marketing Strategy; Service Operations; Product Launch; Globalized Markets and Industries; Financial Services Industry; Romania;

    Citation:

    Rangan, V. Kasturi, and Sunru Yong. "Alpen Bank: Launching the Credit Card in Romania, Spreadsheet Supplement for Instructors (Brief Case)." Harvard Business School Spreadsheet Supplement 104-560, May 2010.  View Details
    CiteView DetailsPurchase Related

  3. Supplement | HBS Case Collection | May 2010

    Alpen Bank: Launching the Credit Card in Romania, Student Spreadsheet Supplement (Brief Case)

    V. Kasturi Rangan and Sunru Yong

    Keywords: Consumer credit; international business; international marketing; marketing strategy; Product positioning; Product introduction; service management; Product Positioning; Credit Cards; Marketing Strategy; Service Operations; Product Launch; Globalized Markets and Industries; Financial Services Industry; Romania;

    Citation:

    Rangan, V. Kasturi, and Sunru Yong. "Alpen Bank: Launching the Credit Card in Romania, Student Spreadsheet Supplement (Brief Case)." Harvard Business School Spreadsheet Supplement 104-561, May 2010.  View Details
    CiteView DetailsPurchase Related

About the Author

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V. Kasturi Rangan
Malcolm P. McNair Professor of Marketing
Marketing

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