Citibank: Launching the Credit Card in Asia Pacific (A)
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Publication Date:
September 12, 1994
Industry:
Financial Services
Source:
Harvard Business School
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.
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Citibank: Launching the Credit Card in Asia Pacific (A)
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