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• Case | HBS Case Collection | August 2018

  Garanti Payment Systems: Digital Transformation Strategy (A)

  Shelle M. Santana and Esel Çekin

  The case opens with three questions that Işıl Akdemir Evlioğlu, the executive vice president of marketing at Garanti Payment Systems (GPS), a subsidiary of Garanti Bank, is grappling with in January 2015. First, should GPS, create its own mobile app instead of capitalizing on the Bank’s successful banking mobile app? Second, if a separate app was developed, then who should manage it? GPS managed the Bank’s credit card business and was as a separate entity. But, the Bank’s digital assets were managed exclusively by the Bank. Third, if a separate app was not developed, then how did the breadth and depth of functionality for the credit card customers need to be resolved? GPS employed nontraditional marketing techniques for managing the credit card business of the Bank. It was more of a loyalty program than a pure credit card business and had high focus on customer engagement and experience. GPS generated revenues from its customers (consumers and merchants) by managing installments and other features of credit cards. However, in 2013 and 2014, the banking watchdog of Turkey instituted a series of regulations on credit card providers to curb the prevailing consumer indebtedness in the country. As was the case for all Turkish retail banks and credit card businesses, GPS’s profitability was hit severely. Evlioğlu immediately shifted her focus to the idea of transferring GPS’s campaign management to a mobile app and driving down costs. But, how best to do that was a critical question.

  Keywords: Loyalty program; campaign management; campaign enrollment; branding; customer acquisition; regulations; regulatory changes; bank; retail banks; banking; credit card; payment systems; installment; mobile app; call center; Data Analytics; digital transformation; Digital technology; Banks and Banking; Business Subsidiaries; Mobile Technology; Transformation; Brands and Branding; Governing Rules, Regulations, and Reforms; Decision Choices and Conditions; Financial Services Industry;

  Citation:

  Santana, Shelle M., and Esel Çekin. "Garanti Payment Systems: Digital Transformation Strategy (A)." Harvard Business School Case 519-014, August 2018.  View Details

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• Case | HBS Case Collection | July 2016 (Revised February 2018)

  Alphabet Eyes New Frontiers

  Juan Alcacer, Raffaella Sadun, Olivia Hull and Kerry Herman

  In October 2015, Google restructured into Alphabet, a holding company, which analysts said would facilitate innovation among its diverse subsidiaries. But when news reports surfaced revealing struggles within Alphabet companies including Nest, the smart thermostat maker, observers began to wonder if the reorganization made sense after all.

  Keywords: innovation; conglomerates; corporate restructuring; google; Corporate Strategy; Corporate Entrepreneurship; Innovation Strategy; Business and Stakeholder Relations; Research and Development; Diversification; Financial Reporting; Talent and Talent Management; Technology Industry; Computer Industry; California; United States;

  Citation:

  Alcacer, Juan, Raffaella Sadun, Olivia Hull, and Kerry Herman. "Alphabet Eyes New Frontiers." Harvard Business School Case 717-418, July 2016. (Revised February 2018.)  View Details

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• Teaching Note | HBS Case Collection | February 2018

  Earlham College Basketball: Turnaround Strategy

  Juan Alcacer and Anne Marie Knott

  Citation:

  Alcacer, Juan, and Anne Marie Knott. "Earlham College Basketball: Turnaround Strategy." Harvard Business School Teaching Note 718-502, February 2018.  View Details

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