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  • August 2017 (Revised June 2018)
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Enpara.com: Digital Bank at a Crossroad

By: Sunil Gupta and Eren Kuzucu
  • Format:Print
  • | Language:English
  • | Pages:20
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Abstract

In March 2017, Elsa Pekmez Atan (MBA 2004), was wondering about the future of Enpara.com, a digital-only banking platform of QNB Finansbank. Since its launch in October 2012, Enpara had been successful in attracting over 600,000 customers by appealing to digital savvy, middle-class customers that QNB Finansbank was lacking for a long time. By the end of 2016, it accounted for 16% of QNB Finansbank's deposits. With the support of the top management, Atan was able to run Enpara as an independent company. However, as Enpara grew there were increasing pressures to integrate with the parent company. While Atan believed that this would destroy the unique culture and positioning of Enpara, senior management was wondering whether to spin it off or merge it with the parent company.

Keywords

Innovation; Competition; Banks and Banking; Business Model; Product Launch; Competitive Strategy; Integration; Innovation and Invention; Decision Making; Strategy; Emerging Markets; Digital Transformation; Banking Industry; Turkey

Citation

Gupta, Sunil, and Eren Kuzucu. "Enpara.com: Digital Bank at a Crossroad." Harvard Business School Case 518-030, August 2017. (Revised June 2018.)
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About The Author

Sunil Gupta

Marketing
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Related Work

    • August 2017 (Revised June 2018)
    • Faculty Research

    Enpara.com: Digital Bank at a Crossroad

    By: Sunil Gupta and Eren Kuzucu
Related Work
  • Enpara.com: Digital Bank at a Crossroad By: Sunil Gupta and Eren Kuzucu
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