| Citibankˇ¦s e-Business Strategy for Global Corporate Banking (2008)
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| Product Ref: |
08/402C |
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Company: |
Citibank
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| Product Type: |
Case |
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Industry: |
Banks & Diversified Financials
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| Related Product(s): |
Teaching Note
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| This case examines the challenges Citibank is facing in implementing e-business strategies. The focus is on how Citibank has developed an e-business strategy that fits with its corporate business strategy. Citibank not only needs to use information technology to improve internal operations and provide more efficient customer services at lower costs, but it also needs to ensure that its single, global online platform can serve the highly segmented market. At one end of the spectrum of the market are multinationals and top-level domestic corporations that operate sophisticated treasuries, and at the other end are companies and small- and medium-sized businesses that are not yet ready to upgrade or transform their systems. |
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| Functional Area : |
Strategy & General Management
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Issues: |
This case can help students understand the impact of the internet on the banking industry structure and raise their awareness of the importance for a company to align its e-business strategy with its overall business strategy. This is an example of using e-business strategy to transform traditional assets into digital assets to create sustainable competitive advantages. |
| Length: |
Text: 16 pages
Exhibits: 4 pages
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Country: |
Global
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| Pub. Year: |
2008 |
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Level of Difficulty: |
2 |
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This product type is available in the following language(s):
English
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| Related Information: |
N/A
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