The feasibility of expanding the bank's credit card business in Asia. Tables.
Written in 2000; 2,250 words; 0 sources; $ 79.95
From the Paper:
"Introduction
Rana Talwar, head of Citibank's Asia Pacific Consumer Bank, must decide whether to enter the credit card business in earnest
in Asia; currently, Citibank participates on only a limited basis in Hong Kong. Various country managers have argued against this option, and there is concern that making a Citibank credit card accessible to large numbers of people would dilute the image that the card has among its current holders. On the other hand, Citibank has adopted a global strategy with regard to its credit card business and currently has a noticeable lack of pre-sence in Asia. Talwar must determine whether to enter the credit card market, how to accomplish this, and which countries would be most appropriate to target with Citibank services.
Case Analysis..."
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