This case examines the challenges of implementing Citibank’s e-business strategies is facing. The focus is on how Citibank has an e-business strategy that fits with their corporate business strategy developed. Citibank does not only use information technology to improve internal operations and efficient customer service at lower costs, but it also needs to ensure that its only global online platform to serve the highly segmented market. At one end of the spectrum of the market … Read more »

This case examines the challenges of implementing Citibank’s e-business strategies is facing. The focus is on how Citibank has an e-business strategy that fits with their corporate business strategy developed. Citibank does not only use information technology to improve internal operations and efficient customer service at lower costs, but it also needs to ensure that its only global online platform to serve the highly segmented market. At one end of the spectrum of the market are multinational companies and top-level domestic companies engaged in demanding cash, and at the other end are companies and small and medium-sized businesses who are not yet ready to upgrade or transform their systems.

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from
Ali Farhoomand,
Minyi Huang
Source: University of Hong Kong
20 pages.
Release Date: 24, October 2008. Prod #: HKU797-PDF-ENG
Citibank e-Business Strategy for Global Corporate Banking (2008) HBR case solution